WorldWideScience

Sample records for public advertising campaigns

  1. Energy efficiency public service advertising campaign

    Energy Technology Data Exchange (ETDEWEB)

    Gibson-Grant, Amanda [Advertising Council, New York, NY (United States)

    2015-06-12

    The Advertising Council (“the Ad Council”) and The United States Department of Energy (DOE) created and launched a national public service advertising campaign designed to promote energy efficiency. The objective of the Energy Efficiency campaign was to redefine how consumers approach energy efficiency by showing that saving energy can save homeowners money.

  2. Integrating Public Relations with Advertising: An Exercise for Students in the College Public Relations Campaigns Course

    Science.gov (United States)

    Moody, Reginald Ford

    2012-01-01

    Today's public relations (PR) campaigns courses give students the opportunity to research, analyze, plan, and, in many cases, execute a campaign for a real client. Even so, today's campaigns courses may leave students with a weak understanding of how PR can best partner with other tools in the communication mix, namely advertising. Educators may…

  3. Integrating Public Relations with Advertising: An Exercise for Students in the College Public Relations Campaigns Course

    Science.gov (United States)

    Moody, Reginald Ford

    2012-01-01

    Today's public relations (PR) campaigns courses give students the opportunity to research, analyze, plan, and, in many cases, execute a campaign for a real client. Even so, today's campaigns courses may leave students with a weak understanding of how PR can best partner with other tools in the communication mix, namely advertising. Educators may…

  4. Beneficiaries’ Perspective on Service Learning: Case Study of Advertising and Public Relations Campaign Course

    National Research Council Canada - National Science Library

    Akpabio, Eno

    2012-01-01

    .... The overarching aim of this study was to obtain the reaction of beneficiaries to campaign materials produced by students of an advertising and public relations campaigns course at the University of Botswana...

  5. Turning negative into positive: public health mass media campaigns and negative advertising.

    Science.gov (United States)

    Apollonio, D E; Malone, R E

    2009-06-01

    Literature suggests that 'negative advertising' is an effective way to encourage behavioral changes, but it has enjoyed limited use in public health media campaigns. However, as public health increasingly focuses on non-communicable disease prevention, negative advertising could be more widely applied. This analysis considers an illustrative case from tobacco control. Relying on internal tobacco industry documents, surveys and experimental data and drawing from political advocacy literature, we describe tobacco industry and public health research on the American Legacy Foundation's "truth" campaign, an example of effective negative advertising in the service of public health. The tobacco industry determined that the most effective advertisements run by Legacy's "truth" campaign were negative advertisements. Although the tobacco industry's own research suggested that these negative ads identified and effectively reframed the cigarette as a harmful consumer product rather than focusing solely on tobacco companies, Philip Morris accused Legacy of 'vilifying' it. Public health researchers have demonstrated the effectiveness of the "truth" campaign in reducing smoking initiation. Research on political advocacy demonstrating the value of negative advertising has rarely been used in the development of public health media campaigns, but negative advertising can effectively communicate certain public health messages and serve to counter corporate disease promotion.

  6. Public enemy number one: the US Advertising Council's first drug abuse prevention campaign.

    Science.gov (United States)

    Niesen, Molly

    2011-01-01

    This article explores the Advertising Council's first national drug abuse prevention campaign in the 1970s. Scholarship thus far has demonstrated the ways in which the issue of drug abuse represented a chief political strategy for President Nixon. Evidence from major trade press publications, congressional hearings, and an array of archival sources suggest that this campaign was also part of a public relations crusade on behalf of the advertising industry in response to public criticism of its role in abetting a culture of drug dependence. These institutional and political pressures helped shape drug abuse prevention in the 1970 s and for the decades that followed.

  7. PERBANDINGAN IMPLEMENTASI ADVERTISING CAMPAIGN

    OpenAIRE

    Francisca Hanna , Febrianti

    2013-01-01

    Advertising campaign merupakan serangkaian bentuk iklan melalui berbagai media dan berpusat pada satu tema dalam satu waktu. Tujuan utama advertising campaign adalah menyampaikan pesan dalam suatu tema yang diluncurkan kepada masyarakat sehingga tema tersebut menjadi ciri khas produk. Peluncuran tema campaign oleh Coca Cola dan Pepsi yang merupakan rival dalam kategori beverage merupakan obyek dari penelitian ini. Kesuksesan sebuah tema advertising campaign dilihat dengan menggunakan paramet...

  8. Evaluation of the "Lose Your Excuse" Public Service Advertising Campaign for Tweens to Save Energy

    Science.gov (United States)

    Bertrand, Jane T.; Goldman, Patty; Zhivan, Natalia; Agyeman, Yaw; Barber, Erin

    2011-01-01

    This study evaluates the 2008-2009 "Lose your Excuse" public service advertising (PSA) campaign on energy efficiency targeting 8- to 12-year-olds, intended to increase knowledge, foster proactive attitudes, and change energy usage behaviors. Baseline and two follow-up surveys were conducted with online samples representative of the national…

  9. INTEGRATED ADVERTISING CAMPAIGN

    Directory of Open Access Journals (Sweden)

    Adina Claudia NEAMŢU

    2010-06-01

    Full Text Available Campaign and especially advertising campaign represents one of the variables of the marketing mix, an important one, being difficult to separate its contribution from the one of the other elements. Irrespective of the specific object that is behind an advertising company, the investment will be retrieved only if the right information is transmitted to the right persons in the right way. This is difficult to accomplish if the advertising responsible in that firm do not understand appropriately: the market nature; the product nature; the distribution channels nature; the communication channels nature – available advertising supports and their features

  10. Does a TV Public Service Advertisement Campaign for Suicide Prevention Really Work?

    Science.gov (United States)

    Song, In Han; You, Jung-Won; Kim, Ji Eun; Kim, Jung-Soo; Kwon, Se Won; Park, Jong-Ik

    2017-05-01

    One of the critical measures in suicide prevention is promoting public awareness of crisis hotline numbers so that individuals can more readily seek help in a time of crisis. Although public service advertisements (PSA) may be effective in raising the rates of both awareness and use of a suicide hotline, few investigations have been performed regarding their effectiveness in South Korea, where the suicide rate is the highest among OECD countries. The goal of this study was to evaluate the effectiveness of a television PSA campaign. We analyzed a database of crisis phone calls compiled by the Korean Ministry of Health and Welfare to track changes in call volume to a crisis hotline that was promoted in a TV campaign. We compared daily call counts for three periods of equal length: before, during, and after the campaign. The number of crisis calls during the campaign was about 1.6 times greater than the number before or after the campaign. Relative to the number of suicide-related calls in the previous year, the number of calls during the campaign period surged, displaying a noticeable increase. The findings confirmed that this campaign had a positive impact on call volume to the suicide hotline.

  11. Evaluation of the "Lose Your Excuse" public service advertising campaign for tweens to save energy.

    Science.gov (United States)

    Bertrand, Jane T; Goldman, Patty; Zhivan, Natalia; Agyeman, Yaw; Barber, Erin

    2011-10-01

    This study evaluates the 2008-2009 "Lose your Excuse" public service advertising (PSA) campaign on energy efficiency targeting 8- to 12-year-olds, intended to increase knowledge, foster proactive attitudes, and change energy usage behaviors. Baseline and two follow-up surveys were conducted with online samples representative of the national population of households with kids with online access. Almost half (47%) of the tweens recognized at least one ad from the campaign. Ad recognition was positively associated with knowledge, proactive attitudes, and energy-saving behavior. Propensity score analysis confirmed a small but measurable and statistically significant effect on energy-saving behavior. The discussion section compares these results to public health campaigns in terms of ghost awareness, reach, and effect size.

  12. An Evaluation of the Impact of the Advertising Council's "Volunteer Against Illiteracy" Campaign on Public Awareness of and Resources Devoted to Adult Literacy for 1985.

    Science.gov (United States)

    Newman, Anabel P.

    A study evaluated how an advertising campaign, conducted by Benton & Bowles Advertising Agency, affected the awareness of literacy needs and increased volunteerism for literacy education among the general public and the business community. Data for the evaluation were gathered in an extensive library search, a survey of Coalition for Literacy…

  13. The Use of Facebook Advertising for Communicating Public Health Messages: A Campaign Against Drinking During Pregnancy in New Zealand.

    Science.gov (United States)

    Parackal, Mathew; Parackal, Sherly; Eusebius, Shobhit; Mather, Damien

    2017-08-10

    Social media is gaining recognition as a platform for delivering public health messages. One area attracting attention from public health researchers and professionals is Facebook's advertising channel. This channel is reported to have a broad reach and generate high user engagement with the disseminated campaign materials. However, to date, no study has examined the communication process via this channel which this study aimed to address. The specific objectives of the study were to (1) examine user engagement for a public health campaign based on the metadata provided by Facebook, (2) analyze comments generated by the campaign materials using text mining, and (3) investigate the relationship between the themes identified in the comments and the message and the sentiments prevalent in the themes that exhibited significant relationships. This study examined a New Zealand public health pilot campaign called "Don't Know? Don't Drink," which warned against drinking alcohol during pregnancy. The campaign conveyed the warning through a video and three banner ads that were delivered as news feeds to women aged 18-30 years. Thematic analysis using text mining performed on the comments (n=819) identified four themes. Logistic regression was used to identify meaning-making themes that exhibited association with the message. The users' engagement was impressive with the video receiving 203,754 views. The combined likes and shares for the promotional materials (video and banner ads) amounted to 6125 and 300, respectively. The logistic regression analysis showed two meaning-making themes, namely, risk of pregnancy (P=.003) and alcohol and culture (PFacebook's advertising channel.

  14. Raising America's Awareness of Cooperative Education: A Historical Overview of the National Commission for Cooperative Education Public Service Advertising Campaign.

    Science.gov (United States)

    Mosser, John W.; Muller, Brita

    This article provides an overview of a major national advertising campaign in support of cooperative education designed to expand postsecondary cooperative education in the United States. Conducted by the Advertising Council at the request of the National Commission for Cooperative Education and endorsed by 700 colleges and universities, the U.S.…

  15. Mediacampaign: A Multimodal Semantic Analysis System for Advertisement Campaign Detection

    NARCIS (Netherlands)

    Rehatschek, Herwig; Sorschag, Robert; Rettenbacher, Bernhard; Zeiner, Herwig; Nioche, Julien; Jong, de Franciska; Ordelman, Roeland; Leeuwen, van David A.

    2008-01-01

    MediaCampaign's scope is on discovering and inter-relating advertisements and campaigns, i.e. to relate advertisements semantically belonging together, across different countries and different media. The project’s main goal is to automate to a large degree the detection and tracking of advertisement

  16. Mediacampaign - A multimodal semantic analysis system for advertisement campaign detection

    NARCIS (Netherlands)

    Rehatschek, H.; Sorschag, R.; Rettenbacher, B.; Zeiner, H.; Nioche, J.; Jong, F. de; Ordelmann, R.; Leeuwen, D. van

    2008-01-01

    MediaCampaign's scope is on discovering and inter-relating advertisements and campaigns, i.e. to relate advertisements semantically belonging together, across different countries and different media. The project's main goal is to automate to a large degree the detection and tracking of advertisement

  17. Mediacampaign: A Multimodal Semantic Analysis System for Advertisement Campaign Detection

    NARCIS (Netherlands)

    Rehatschek, Herwig; Sorschag, Robert; Rettenbacher, Bernhard; Zeiner, Herwig; Nioche, Julien; de Jong, Franciska M.G.; Ordelman, Roeland J.F.; van Leeuwen, David A.

    MediaCampaign's scope is on discovering and inter-relating advertisements and campaigns, i.e. to relate advertisements semantically belonging together, across different countries and different media. The project’s main goal is to automate to a large degree the detection and tracking of advertisement

  18. Search Engine Advertising Effectiveness in a Multimedia Campaign

    NARCIS (Netherlands)

    Zenetti, German; Bijmolt, Tammo H. A.; Leeflang, Peter S. H.; Klapper, Daniel

    2014-01-01

    Search engine advertising has become a multibillion-dollar business and one of the dominant forms of advertising on the Internet. This study examines the effectiveness of search engine advertising within a multimedia campaign, with explicit consideration of the interaction effects between search eng

  19. Search Engine Advertising Effectiveness in a Multimedia Campaign

    NARCIS (Netherlands)

    Zenetti, German; Bijmolt, Tammo H. A.; Leeflang, Peter S. H.; Klapper, Daniel

    2014-01-01

    Search engine advertising has become a multibillion-dollar business and one of the dominant forms of advertising on the Internet. This study examines the effectiveness of search engine advertising within a multimedia campaign, with explicit consideration of the interaction effects between search eng

  20. Political Candidate Campaign Advertising: A Selected Review of the Literature.

    Science.gov (United States)

    Hellweg, Susan A.

    This paper provides a selected review of political candidate campaign advertising studies from the political science, mass communication, advertising, and political communication literature. The paper examines the literature in terms of research pertaining to (1) candidate advertising content (commercials for male versus female candidates and for…

  1. Political Candidate Campaign Advertising: A Selected Review of the Literature.

    Science.gov (United States)

    Hellweg, Susan A.

    This paper provides a selected review of political candidate campaign advertising studies from the political science, mass communication, advertising, and political communication literature. The paper examines the literature in terms of research pertaining to (1) candidate advertising content (commercials for male versus female candidates and for…

  2. Search Engine Advertising Effectiveness in a Multimedia Campaign

    NARCIS (Netherlands)

    Zenetti, German; Bijmolt, Tammo H. A.; Leeflang, Peter S. H.; Klapper, Daniel

    2014-01-01

    Search engine advertising has become a multibillion-dollar business and one of the dominant forms of advertising on the Internet. This study examines the effectiveness of search engine advertising within a multimedia campaign, with explicit consideration of the interaction effects between search

  3. Using mass transit public service advertising to market family planning.

    Science.gov (United States)

    Blonna, R; McNally, K; Grasso, C

    1990-03-01

    To increase public awareness of family planning services in New Jersey, the Family Planning Program of the State Department of Health conducted an intermediary marketing campaign using free public service advertising on mass transit. In 1986, the year of the campaign, 237 calls were made to the advertised hotline, resulting in a like number of referrals to family planning service providers. Also, 2664 new patients examined in the state's family planning agencies in 1986 cited exposure to the media campaign as the reason for their visits. The results of the campaign and their implications for other public service agencies are discussed.

  4. Morphing advertising to improve online campaign success

    NARCIS (Netherlands)

    G. Liberali (Gui)

    2014-01-01

    markdownabstract__Abstract__ Even though online advertising revenues have grown dramatically, click-through rates for banner advertising continue to decrease, raising hard questions regarding its effectiveness when targeting consumers. However, with the development of a new technique that

  5. What matters most in advertising campaigns? The relative effect of media expenditure and message content strategy

    NARCIS (Netherlands)

    van den Putte, B.

    2009-01-01

    Three main factors determine the effect of advertising campaigns: message content strategy, advertising expenditure and previous consumer behaviour. This study investigates the relative strength of each of these influences. Four possible campaign targets are taken into account: campaign recall, camp

  6. What matters most in advertising campaigns? The relative effect of media expenditure and message content strategy

    NARCIS (Netherlands)

    van den Putte, B.

    2009-01-01

    Three main factors determine the effect of advertising campaigns: message content strategy, advertising expenditure and previous consumer behaviour. This study investigates the relative strength of each of these influences. Four possible campaign targets are taken into account: campaign recall,

  7. Process evaluation of the advertising campaign for the NSW Get Healthy Information and Coaching Service.

    Science.gov (United States)

    O'Hara, Blythe J; Bauman, Adrian E; King, Elizabeth L; Phongsavan, Philayrath

    2011-04-01

    Introducing a new and free population-wide telephone service to assist adults to be more active, eat healthier and achieve a healthy weight requires large-scale marketing.The challenge is to understand the pattern of advertising that is effective at generating public awareness and interest in using the new service. A mass media campaign, consisting mainly of television advertising, was launched in March 2009 to promote the NSW Get Healthy Information and Coaching Service (GHS).This included GHS-specific and re-badged National 'Measure Up' campaign television advertisements.The number of calls and website visits to the GHS were monitored during the first 10 months of the initiative. GHS participants were also asked where they heard about the service. Paid television advertising shows a dose-response relationship with contacts to the GHS.The 30-second GHS-specific advertising was significantly more effective at generating contacts compared to 'Measure Up' advertising, and compared to GHS advertising that involved the 15-second advertising. Participants were significantly more likely to report television advertising as their referral source during periods of GHS advertising when compared to 'Measure up' advertising. On-going marketing of state-wide prevention initiatives is necessary to achieve population-wide engagement. On the whole, specific GHS-promoting messages were more effective in recruiting participants than the re-badged national 'Measure Up' Campaign advertising.The relevance of the creative execution, the call to action and the length of time a viewer is exposed to the GHS details have an impact on the numbers of calls to the GHS.

  8. ADVERTISING CAMPAIGN STRATEGY BASED ON THE COMMUNICATION OBJECTIVE: A CASE STUDY AT TOKOBAGUS ADVERTISING CAMPAIGNS (2011-2014

    Directory of Open Access Journals (Sweden)

    Angela Oscario

    2016-09-01

    Full Text Available Article focused on advertising as one of the most important parts of marketing communication in one of the online shop, TokoBagus. Advertising communicated a message from a certain brand to the target audience through a particular medium. The aim of this research was making advertising with a powerful message, so it was able to become a captain of consciousness that could play an important role in economic and social systems of modern society. Because of its potential power, the creative advertising workers had a big responsibility in their hands. It was not only to explore the creativity visually or verbally to a creative worker, but also, they should understand the purpose of communication, the communication strategy, and the creative strategy. In this case, TokoBagus run this in making advertisement campaign to promote its brand. The method used in this research was the qualitative method and inductive model. Data were collected through an interview, literature, and visual data. Those collected data were analyzed using a qualitative-verificative strategy and case study method. The case study was Toko Bagus advertising campaign from the year 2011 to the year 2014 when finally its name changes into OLX. It finds that the advertisements only become beautiful works of art, but it does not solve the problem of the brand. Therefore, this research is important to document the communication strategy and the creative strategy of an advertising campaign so it can be a reference for a young designers or students.

  9. Advertising Campaign Strategy Based on The Communication Objective: A Case Study at Tokobagus Advertising Campaigns (2011-2014

    Directory of Open Access Journals (Sweden)

    Angela Oscario

    2016-04-01

    Full Text Available Article focused on advertising as one of the most important parts of marketing communication in one of the online shop, TokoBagus. Advertising communicated a message from a certain brand to the target audience through a particular medium. The aim of this research was making advertising with a powerful message, so it was able to become a captain of consciousness that could play an important role in economic and social systems of modern society. Because of its potential power, the creative advertising workers had a big responsibility in their hands. It was not only to explore the creativity visually or verbally to a creative worker, but also, they should understand the purpose of communication, the communication strategy, and the creative strategy. In this case, TokoBagus run this in making advertisement campaign to promote its brand. The method used in this research was the qualitative method and inductive model. Data were collected through an interview, literature, and visual data. Those collected data were analyzed using a qualitative-verificative strategy and case study method. The case study was Toko Bagus advertising campaign from the year 2011 to the year 2014 when finally its name changes into OLX. It finds that the advertisements only become beautiful works of art, but it does not solve the problem of the brand. Therefore, this research is important to document the communication strategy and the creative strategy of an advertising campaign so it can be a reference for a young designers or students. 

  10. Morphing advertising to improve online campaign success

    NARCIS (Netherlands)

    G. Liberali (Gui)

    2014-01-01

    markdownabstract__Abstract__ Even though online advertising revenues have grown dramatically, click-through rates for banner advertising continue to decrease, raising hard questions regarding its effectiveness when targeting consumers. However, with the development of a new technique that matches b

  11. Morphing advertising to improve online campaign success

    NARCIS (Netherlands)

    G. Liberali (Gui)

    2014-01-01

    markdownabstract__Abstract__ Even though online advertising revenues have grown dramatically, click-through rates for banner advertising continue to decrease, raising hard questions regarding its effectiveness when targeting consumers. However, with the development of a new technique that matches b

  12. Public Information or Advertising?

    DEFF Research Database (Denmark)

    Lorenzen, Helle; Nielsen, Charlotte Marie Bisgaard

    2006-01-01

    "I don't think that the campaign concept works. It is not possible to conceive of a real-life situation with so many non-specific recipients. That is fiction. Campaigns are not as great as the communication agencies think they can make them. But there's a lot of money in them. There's no money in...

  13. Does Digital Video Advertising Increase Population-Level Reach of Multimedia Campaigns? Evidence From the 2013 Tips From Former Smokers Campaign.

    Science.gov (United States)

    Davis, Kevin C; Shafer, Paul R; Rodes, Robert; Kim, Annice; Hansen, Heather; Patel, Deesha; Coln, Caryn; Beistle, Diane

    2016-09-14

    Federal and state public health agencies in the United States are increasingly using digital advertising and social media to promote messages from broader multimedia campaigns. However, little evidence exists on population-level campaign awareness and relative cost efficiencies of digital advertising in the context of a comprehensive public health education campaign. Our objective was to compare the impact of increased doses of digital video and television advertising from the 2013 Tips From Former Smokers (Tips) campaign on overall campaign awareness at the population level. We also compared the relative cost efficiencies across these media platforms. We used data from a large national online survey of approximately 15,000 US smokers conducted in 2013 immediately after the conclusion of the 2013 Tips campaign. These data were used to compare the effects of variation in media dose of digital video and television advertising on population-level awareness of the Tips campaign. We implemented higher doses of digital video among selected media markets and randomly selected other markets to receive similar higher doses of television ads. Multivariate logistic regressions estimated the odds of overall campaign awareness via digital or television format as a function of higher-dose media in each market area. All statistical tests used the .05 threshold for statistical significance and the .10 level for marginal nonsignificance. We used adjusted advertising costs for the additional doses of digital and television advertising to compare the cost efficiencies of digital and television advertising on the basis of costs per percentage point of population awareness generated. Higher-dose digital video advertising was associated with 94% increased odds of awareness of any ad online relative to standard-dose markets (Pdigital advertising was associated with a marginally nonsignificant increase (46%) in overall campaign awareness regardless of media format (P=.09). Higher

  14. Does Digital Video Advertising Increase Population-Level Reach of Multimedia Campaigns? Evidence From the 2013 Tips From Former Smokers Campaign

    Science.gov (United States)

    Shafer, Paul R; Rodes, Robert; Kim, Annice; Hansen, Heather; Patel, Deesha; Coln, Caryn; Beistle, Diane

    2016-01-01

    Background Federal and state public health agencies in the United States are increasingly using digital advertising and social media to promote messages from broader multimedia campaigns. However, little evidence exists on population-level campaign awareness and relative cost efficiencies of digital advertising in the context of a comprehensive public health education campaign. Objective Our objective was to compare the impact of increased doses of digital video and television advertising from the 2013 Tips From Former Smokers (Tips) campaign on overall campaign awareness at the population level. We also compared the relative cost efficiencies across these media platforms. Methods We used data from a large national online survey of approximately 15,000 US smokers conducted in 2013 immediately after the conclusion of the 2013 Tips campaign. These data were used to compare the effects of variation in media dose of digital video and television advertising on population-level awareness of the Tips campaign. We implemented higher doses of digital video among selected media markets and randomly selected other markets to receive similar higher doses of television ads. Multivariate logistic regressions estimated the odds of overall campaign awareness via digital or television format as a function of higher-dose media in each market area. All statistical tests used the .05 threshold for statistical significance and the .10 level for marginal nonsignificance. We used adjusted advertising costs for the additional doses of digital and television advertising to compare the cost efficiencies of digital and television advertising on the basis of costs per percentage point of population awareness generated. Results Higher-dose digital video advertising was associated with 94% increased odds of awareness of any ad online relative to standard-dose markets (Padvertising was associated with a marginally nonsignificant increase (46%) in overall campaign awareness regardless of media

  15. Government Public Service Advertising Design

    Directory of Open Access Journals (Sweden)

    Agus Ganjar Runtiko

    2013-07-01

    Full Text Available Public service advertising is one of the government strategies to promote the development program. At the national level, the government prefers television as a medium for advertising. As for the local level, the government usually tend to choose lower-cost ads. In Banyumas, many public service announcements using outdoor media such as billboards, banners, or posters. Characteristics of outdoor media that promotes design in attracting the attention of an audience became a challenge for designers. On the other hand, the messages also require the space in public service announcements. This study wants to know about how the execution of the design of outdoor advertising services in the community in efforts to combine the design with a message to be delivered. The study, sought to examine aspects of the design using the composition interpretation methods and verbal composition of outdoor advertising with discourse analysis methods.This research concludes that the government public service announcements desain still needs to be improved according to the rules of visual communication design.

  16. Public Service Advertising to Promote Cooperative Education.

    Science.gov (United States)

    Brown, Sylvia J.; And Others

    1986-01-01

    Describes an advertising campaign designed to create awareness of cooperative education in students, parents, and business people who can sponsor co-op jobs. Discusses benefits to students, employers, and society. (JM)

  17. Can movie theater advertisements promote health behaviors? Evaluation of a flu vaccination pilot campaign.

    Science.gov (United States)

    Peddecord, K Michael; Jacobson, Isabel Gomez; Engelberg, Moshe; Kwizera, Lisa; Macias, Violet; Gustafson, Kathleen W

    2008-09-01

    As part of a multimedia campaign to promote annual influenza vaccination, three slides were shown as part of the slide show of advertisements prior to the beginning of previews in movie theaters in San Diego County. Intercept surveys were conducted following the movie. The primary target groups for the campaign were adults with children 6 months to 2 years of age and adults over 50 years of age. Overall, 88% of exposed patrons reported seeing some type of movie ad. Among those who recalled any ad, 24% recalled the flu advertisement. In contrast, recall of flu-related news coverage was high, with over 95% of exposed and comparison interviewees recalling news stories during the campaign period. While 56% of those interviewed remembered one or more specific flu-related news items, individuals within this group who also had also been exposed to the movie ads were not more likely to recall flu campaign advertisements. We describe a method for estimating valid recalls and cost per valid exposure. Further research that compares movie ads with public service announcements (PSAs) in other venues is necessary to solidify our conclusions that movie advertising is a highly cost-effective medium for health communication.

  18. Clustering Methods Application for Customer Segmentation to Manage Advertisement Campaign

    Directory of Open Access Journals (Sweden)

    Maciej Kutera

    2010-10-01

    Full Text Available Clustering methods are recently so advanced elaborated algorithms for large collection data analysis that they have been already included today to data mining methods. Clustering methods are nowadays larger and larger group of methods, very quickly evolving and having more and more various applications. In the article, our research concerning usefulness of clustering methods in customer segmentation to manage advertisement campaign is presented. We introduce results obtained by using four selected methods which have been chosen because their peculiarities suggested their applicability to our purposes. One of the analyzed method – k-means clustering with random selected initial cluster seeds gave very good results in customer segmentation to manage advertisement campaign and these results were presented in details in the article. In contrast one of the methods (hierarchical average linkage was found useless in customer segmentation. Further investigations concerning benefits of clustering methods in customer segmentation to manage advertisement campaign is worth continuing, particularly that finding solutions in this field can give measurable profits for marketing activity.

  19. An Empirical Assessment of the "Above the Influence" Advertising Campaign

    Science.gov (United States)

    Scheier, Lawrence M.; Grenard, Jerry L.; Holtz, Kristen D.

    2011-01-01

    This study evaluated the efficacy of "Above the Influence" (ATI), a national media-based health persuasion campaign to deter youth drug use. The campaign uses public service anti-drug prevention messages and targets youth between the ages of 14 and 16, a period of heightened susceptibility to peer influences. The evaluation utilized mall…

  20. Online advertising as a public health and recruitment tool: comparison of different media campaigns to increase demand for smoking cessation interventions.

    Science.gov (United States)

    Graham, Amanda L; Milner, Pat; Saul, Jessie E; Pfaff, Lillian

    2008-12-15

    To improve the overall impact (reach x efficacy) of cessation treatments and to reduce the population prevalence of smoking, innovative strategies are needed that increase consumer demand for and use of cessation treatments. Given that 12 million people search for smoking cessation information each year, online advertising may represent a cost-efficient approach to reach and recruit online smokers to treatment. Online ads can be implemented in many forms, and surveys consistently show that consumers are receptive. Few studies have examined the potential of online advertising to recruit smokers to cessation treatments. The aims of the study were to (1) demonstrate the feasibility of online advertising as a strategy to increase consumer demand for cessation treatments, (2) illustrate the tools that can be used to track and evaluate the impact of online advertising on treatment utilization, and (3) highlight some of the methodological challenges and future directions for researchers. An observational design was used to examine the impact of online advertising compared to traditional recruitment approaches (billboards, television and radio ads, outdoor advertising, direct mail, and physician detailing) on several dependent variables: (1) number of individuals who enrolled in Web- or telephone-based cessation treatment, (2) the demographic, smoking, and treatment utilization characteristics of smokers recruited to treatment, and (3) the cost to enroll smokers. Several creative approaches to online ads (banner ads, paid search) were tested on national and local websites and search engines. The comparison group was comprised of individuals who registered for Web-based cessation treatment in response to traditional advertising during the same time period. A total of 130,214 individuals responded to advertising during the study period: 23,923 (18.4%) responded to traditional recruitment approaches and 106,291 (81.6%) to online ads. Of those who clicked on an online ad, 9655

  1. Cigarette Advertising and Public Health

    OpenAIRE

    2004-01-01

    In 1998 the advertising ban of the EC directive was challenged by the Federal Republic of Germany. One reason for Germany's fierce opposition to the EC directive is the conviction that a ban of tabacco advertising is an ineffective way to curb smoking. In this article I look for empirical studies for the relationship between advertising and smoking. If one distinguishes the effect of advertising on adults from the effects on children and adolescents one can make a point for the advertising ba...

  2. Media Selection for Public TV Advertisements.

    Science.gov (United States)

    Hallstead, William F.

    Since limited funds restrict advertising by Public Broadcasting System (PBS) stations, and since PBS serves a variety of audiences, the selection of appropriate advertising media for PBS programs is difficult. It is further complicated by conflicting research reports on the public use of the daily papers. Availability to the target audience should…

  3. Images and bodies subject: sexuality in advertising campaign be stupid

    Directory of Open Access Journals (Sweden)

    Douglas Luiz Menegazzi

    2013-08-01

    Full Text Available This paper discusses the portrayal of sexuality and gender in contemporary advertising by the image and it focuses on visual analysis of the case study of the campaign Be Stupid, the clothing brand Diesel. Examines some of the ads clearer suggestions to the theme of sexuality, about fifteen images, running between 2010 and 2011em many countries, including Brazil, having won the controversial impact of media such as magazines, billboards and especially the Internet. Perform a survey of theoretical and methodological aspects that facilitate the action of reading and deciphering the images, mainly based on the theory Flusser conceptions of technical image, apparatus, with a view to focus on media production, broadcasting, and formats distribution. These advertising images as visual anthropological objects who discourse through the triad body, image and media conditions of power and surveillance, eroticism, stereotypes and cultural life of the spectacle. Contextualizes the scenario analysis within the postmodern perspective, the society of advanced capitalism and diffuse power and media, marked by profound changes in the scale of the feeling of their individual identities unstable. With an emphasis on Foucauldian theory, discusses the concepts of identity, gender intelligible and cultural practices of subjection of the individual mechanisms for language and sexuality. Discusses how is the construction of visual messages of sexuality and gender roles specified by the images and search on it, demonstrating the wider aspects of visual advertising messages today.

  4. Emotion-Eliciting Qualities of Television Campaign Advertising as a Predictor of Voting Behavior.

    Science.gov (United States)

    Masterson, John T.; Biggers, Thompson

    1986-01-01

    Relates political candidates' television advertising to voters' emotional reactions and voting behavior. Suggests that television campaign advertising elicits emotion along three continua: pleasure-displeasure, arousal-nonarousal, and dominance-submissiveness. Suggests that emotional response to such advertising is systematically related to voting…

  5. How Source Affects Response to Public Service Advertising.

    Science.gov (United States)

    Lynn, Jerry R.; And Others

    1978-01-01

    Reports that public service advertising attributed to the Advertising Council elicited higher message ratings than did public service advertising attributed to a commercial source, a noncommercial source, or no source; however, it produced the lowest behavioral responses. (GT)

  6. Message Effects of Public Service Advertising.

    Science.gov (United States)

    Lynn, Jerry R.

    Public service advertisements, disseminated via the mass media, have been credited with "positive attitudinal effects" in past research, but only certain kinds of such advertisements are really effective. Of the types of appeals used in television commercials--informative, emotional, "establishment" (or status quo), and…

  7. Advertising in the global age: Transnational campaigns and pan-European television channels

    OpenAIRE

    Chalaby, J.

    2008-01-01

    The first pan-regional satellite TV stations in Europe ran into financial difficulties because too few companies had the interest and ability to run international advertising campaigns. Their financial shape improved with the upturn of the pan-European advertising market in the 1990s. The pool of international advertisers expanded as multinationals adjusted their marketing strategy to the challenges and opportunities of globalization. The advertising industry restructured, creating media buyi...

  8. An empirical assessment of the Above the Influence advertising campaign.

    Science.gov (United States)

    Scheier, Lawrence M; Grenard, Jerry L; Holtz, Kristen D

    2011-01-01

    This study evaluated the efficacy of Above the Influence (ATI), a national media-based health persuasion campaign to deter youth drug use. The campaign uses public service anti-drug prevention messages and targets youth between the ages of 14 and 16, a period of heightened susceptibility to peer influences. The evaluation utilized mall intercepts from geographically dispersed regions of the country. Theoretical impetus for the campaign combines elements of the theory of reasoned action (TRA), persuasion theory, and the health belief model. A series of structural equation models were tested with four randomly drawn cross-validation samples (N = 3,000). Findings suggest that awareness of ATI is associated with greater anti-drug beliefs, fewer drug use intentions, and less marijuana use. Congruent with the TRA, changes in beliefs and intentions are intermediate steps linking campaign awareness with behavior. This study provides further evidence of positive campaign effects and may strengthen reliance on mass media health persuasion campaigns as a useful adjunct to other programs targeting youth.

  9. Possibilities of personalized advertising campaigns application on social networks

    Directory of Open Access Journals (Sweden)

    Vasković Jelena V.

    2015-01-01

    Full Text Available Development of new technologies and the emergence of sites and applications that are primarily intended for fun, considerably changed the way of communication among people. Social networks can be stated as a preferred product of modern society that have become an essential form of communication especially among young people, but also in older generations. The most popular social network in our country is Facebook which has over 3.5 million users. This kind of popularity led this social network into a position to become a place where many companies want to promote their products and services. Facebook has a mechanism that allows page administrators to easily target a group of potential consumers and to present them a desired message. This paper will analyze the advertising possibility through social networks. Also, the example of the campaign implementation for the Facebook page that is primarily engaged in the sale will be shown.

  10. Is Nude Public Welfare Advertising Desirable?

    Institute of Scientific and Technical Information of China (English)

    2006-01-01

    In early June, a public service advertisement promoting breast cancer awareness created widespread controversy in China. The poster appeared beside major bus stations on the roads in Changsha, the capital of

  11. Awareness and impact of the 'Bubblewrap' advertising campaign among Aboriginal smokers in Western Australia.

    Science.gov (United States)

    Boyle, Terry; Shepherd, Carrington C J; Pearson, Glenn; Monteiro, Heather; McAullay, Daniel; Economo, Kristina; Stewart, Susan

    2010-02-01

    Antismoking mass media campaigns have been shown to reduce smoking prevalence in the mainstream community, however there is little published research on their effect on Aboriginal Australian smokers. To evaluate the awareness and impact of a mainstream mass media advertising campaign (the 'Bubblewrap' campaign) on Aboriginal smokers in the state of Western Australia. A personal intercept survey was conducted in July 2008 across three sites (the Perth metropolitan area and the non-metropolitan towns of Kalgoorlie and Broome). An opportunity or convenience sampling strategy was used to recruit Aboriginal participants, and face-to-face interviews were conducted with 198 Aboriginal smokers to ascertain awareness of the campaign advertisements, whether they were seen as believable and relevant, and the impact the advertisements had on smoking behaviour. The majority of the participants interviewed had seen and/or heard the 'Bubblewrap' campaign advertisements, although there was considerably greater awareness of the television advertisement than the radio advertisements. Both forms of advertising were considered to be believable and relevant by the majority of Aboriginal smokers. Most of the smokers interviewed thought about cutting down and/or quitting after seeing or hearing the advertisements. Our findings suggest that mainstream antismoking mass media campaigns can positively influence the thoughts and behaviours that Aboriginal smokers have, and exhibit, towards quitting smoking. Notwithstanding this, advertisers should continue to look for better ways to incorporate Aboriginal themes in campaign messages. Future mainstream antismoking campaigns should source sufficient funds to ensure that advertising messages reach the large Aboriginal populations in regional and remote Australia.

  12. Toward a more nuanced perception of Alzheimer's disease: designing and testing a campaign advertisement.

    Science.gov (United States)

    Van Gorp, Baldwin; Vercruysse, Tom; Van den Bulck, Jan

    2012-09-01

    Starting point of this study was the assumption that Alzheimer's disease is made worse for the person who has the disease by the negative regard in which the illness is held by society. The aim was to test by means of a campaign advertisement whether more nuanced counterframes could have an impact while remaining credible and comprehensible to the public. A sample of thousand people living in Belgium evaluated the campaign in an experimental design. This revealed that all the versions tested achieved a high average evaluation. The ad in which the heading referred to the fear of death and degeneration was judged to be most attention-grabbing, easier to understand, and more credible than the alternative heading with the idea that someone with Alzheimer's could still enjoy playing cards. Together, these findings provided a basis for the use of counterframes to generating a more nuanced image of Alzheimer's disease.

  13. TV Network News and Advertising in the Nixon and McGovern Campaigns.

    Science.gov (United States)

    Hofstetter, C. Richard; Zukin, Cliff

    1979-01-01

    Analyzes the content of television news and advertising during the 1972 presidential campaign in terms of two divergent views of television programing in order to balance one viewpoint against the other. (GT)

  14. THE ROLE OF ADVERTISING, PUBLICITY AND PUBLIC ...

    African Journals Online (AJOL)

    Mitch

    Relations in Theatre Management in Nigeria. The paper ... the study opines that media advertising is not properly patronized due to the huge cost. It ..... Diakpomrere, V.O. (2001) Theatre in Nigeria and Managerial Implications: Challenges,.

  15. 43 CFR 423.27 - Advertising and public solicitation.

    Science.gov (United States)

    2010-10-01

    ... 43 Public Lands: Interior 1 2010-10-01 2010-10-01 false Advertising and public solicitation. 423.27 Section 423.27 Public Lands: Interior Regulations Relating to Public Lands BUREAU OF RECLAMATION... of Conduct § 423.27 Advertising and public solicitation. You must not engage in advertising...

  16. Toward an Integrated Framework for Automated Development and Optimization of Online Advertising Campaigns

    OpenAIRE

    Thomaidou, Stamatina; Vazirgiannis, Michalis; Liakopoulos, Kyriakos

    2012-01-01

    Creating and monitoring competitive and cost-effective pay-per-click advertisement campaigns through the web-search channel is a resource demanding task in terms of expertise and effort. Assisting or even automating the work of an advertising specialist will have an unrivaled commercial value. In this paper we propose a methodology, an architecture, and a fully functional framework for semi- and fully- automated creation, monitoring, and optimization of cost-efficient pay-per-click campaigns ...

  17. Advertising eugenics: Charles M. Goethe's campaign to improve the race.

    Science.gov (United States)

    Schoenl, William; Peck, Danielle

    2010-06-01

    Over the last several decades historians have shown that the eugenics movement appealed to an extraordinarily wide constituency. Far from being the brainchild of the members of any one particular political ideology, eugenics made sense to a diverse range of Americans and was promoted by professionals ranging from geneticists and physicians to politicians and economists.(1) Seduced by promises of permanent fixes to national problems, and attracted to the idea of a scientifically legitimate form of social activism, eugenics quickly grew in popularity during the first decades of the twentieth century. Charles M. Goethe, the land developer, entrepreneur, conservationist and skilled advertiser who founded the Eugenics Society of Northern California, exemplifies the broad appeal of the eugenics movement. Goethe played an active role within the American eugenics movement at its peak in the 1920s. The last president of the Eugenics Research Association,(2) he also campaigned hard against Mexican immigration to the US and he continued open support for the Nazi regime's eugenic practices into the later 1930s.(3) This article examines Goethe's eugenic vision and, drawing on his correspondence with the leading geneticist Charles Davenport, explores the relationship between academic and non-academic advocates of eugenics in America. Published by Elsevier Ltd.

  18. Only If It's Good: Teaching a Demand Reduction Campaign and a Bibliography on Women and Advertising.

    Science.gov (United States)

    Yamasaki, Joan Marie

    1993-01-01

    Identifies cigarette advertising as an example of marketing harmful products to intended consumers using harmful images. Describes a classroom project in which students learn how to create, increase, and maintain demand. Includes a chart with student-designed "demarketing" campaigns and a bibliography on women and advertising. (CFR)

  19. The Coverage of Campaign Advertising by the Prestige Press in 1972.

    Science.gov (United States)

    Bowers, Thomas A.

    The nature and extent of the news media coverage of political advertising in the presidential campaign of 1972 was shallow and spotty at best. The candidates' political advertising strategies received limited coverage by reporters and commentators. Even the "prestige" press--16 major newspapers--provided limited coverage to the nature…

  20. "Racism still exists": a public health intervention using racism "countermarketing" outdoor advertising in a Black neighborhood.

    Science.gov (United States)

    Kwate, Naa Oyo A

    2014-10-01

    The negative health effects of racism have been well documented, but how to intervene to redress these effects has been little studied. This study reports on RISE (Racism Still Exists), a high-risk, high-reward public health intervention that used outdoor advertising to disseminate a "countermarketing" campaign in New York City (NYC). Over 6 months, the campaign advertised stark facts about the persistence of racism in the USA. A probability sample of N = 144 participants from two predominantly Black NYC neighborhoods completed measures of health status, health behaviors, and social attitudes. Three months postintervention, statistically significant declines in psychological distress were seen among study participants who were exposed to the campaign compared to those who were not. There were no changes in other hypothesized outcomes. The campaign also generated significant public discourse, particularly in social media. The results suggest that racism countermarketing campaigns may have promise as a community-based intervention to address health inequalities.

  1. Effect of public awareness campaigns on calls to ambulance across Australia.

    Science.gov (United States)

    Bray, Janet E; Straney, Lahn; Barger, Bill; Finn, Judith

    2015-05-01

    The National Stroke Foundation of Australia has run 12 public awareness campaigns since 2004. Campaign exposure and funding has varied annually and regionally during this time. The aim of this study was to measure the effect of campaigns on calls to ambulance for stroke across Australia in exposed regions (paid or pro bono advertising). All ambulance services in Australia provided monthly ambulance dispatch data between January 2003 and June 2014. We performed multivariable regression to measure the effect of campaign exposure on the volume of stroke-related emergency calls, after controlling for confounders. The final model indicated that 11 of the 12 National Stroke Foundation campaigns were associated with increases in the volume of stroke-related calls (varying between 1% and 9.9%) in regions with exposure to advertising. This increase lasted ≈3 months, with an additional 10.2% relative increase in the volume of the calls in regions with paid advertising. We found no significant additional effect of the campaigns on stroke calls where ambulance services are publicly funded. The National Stroke Foundation stroke awareness campaigns are associated with increases to calls to ambulance for stroke in regions receiving advertising and promotion. Research is now required to examine whether this increased use in ambulance is for appropriate emergencies. © 2015 American Heart Association, Inc.

  2. Facebook Advertising Across an Engagement Spectrum: A Case Example for Public Health Communication.

    Science.gov (United States)

    Platt, Tevah; Platt, Jodyn; Thiel, Daniel B; Kardia, Sharon L R

    2016-05-30

    The interpersonal, dialogic features of social networking sites have untapped potential for public health communication. We ran a Facebook advertising campaign to raise statewide awareness of Michigan's newborn screening and biobanking programs. We ran a Facebook advertising campaign to stimulate public engagement on the complex and sensitive issue of Michigan's newborn screening and biobank programs. We ran an 11-week, US $15,000 Facebook advertising campaign engaging Michigan Facebook users aged 18-64 years about the state's newborn screening and population biobank programs, and we used a novel "engagement spectrum" framework to contextualize and evaluate engagement outcomes ranging from observation to multi-way conversation. The campaign reached 1.88 million Facebook users, yielding a range of engagement outcomes across ad sets that varied by objective, content, budget, duration, and bid type. Ad sets yielded 9009 page likes (US $4125), 15,958 website clicks (US $5578), and 12,909 complete video views to 100% (US $3750). "Boosted posts" yielded 528 comments and 35,966 page post engagements (US $1500). Overall, the campaign led to 452 shares and 642 comments, including 176 discussing newborn screening and biobanking. Facebook advertising campaigns can efficiently reach large populations and achieve a range of engagement outcomes by diversifying ad types, bid types, and content. This campaign provided a population-based approach to communication that also increased transparency on a sensitive and complex topic by creating a forum for multi-way interaction.

  3. Anti-smoking advertising campaigns targeting youth: case studies from USA and Canada.

    Science.gov (United States)

    Pechmann, C; Reibling, E T

    2000-01-01

    To assist in planning anti-smoking advertising that targets youth. Using five US state campaigns, one US research study, and a Canadian initiative as exemplars, an attempt is made to explain why certain advertising campaigns have been more cost effective than others in terms of reducing adolescent smoking prevalence. Several factors which prior research and theory suggest may be important to cost effectiveness are examined. Specifically, three variables pertaining to the advertising message (content, consistency, and clarity) and two variables related to the advertising execution or style (age of spokesperson and depiction of smoking behaviour) are studied. A case study approach has been combined with supplemental data collection and analysis. To assess campaign effects, published articles and surveys of adolescent smoking prevalence in campaign versus control (non-campaign) locations were utilised. Adolescent subjects provided supplemental data on the advertising message variables. Trained adults content analysed each advertisement to assess the executional variables. A total of 1128 seventh grade (age 12-13 years) and 10th grade (age 15-16 years) students participated in the supplemental data collection effort. An anti-smoking advertising campaign initiated by Vermont researchers was found to be the most cost effective in that it significantly reduced adolescent smoking prevalence at a low per capita cost. Next in order of cost effectiveness were California, Massachusetts, and Florida because behavioural outcomes were inconsistent across time and/or grades. California was ranked higher than the other two because it spent less per capita. Minnesota and Canada were ineffective at reducing adolescent smoking prevalence, and no comparison outcome data were available for Arizona. Four factors were found to be associated with increased cost effectiveness: (1) a greater use of message content that prior research suggests is efficacious with youth; (2) a more

  4. Effectiveness of a television advertisement campaign on giving cigarettes in a chinese population.

    Science.gov (United States)

    Qin, Yu; Su, Jian; Xiang, Quanyong; Hu, Yihe; Xu, Guanqun; Ma, Jiuhua; Shi, Zumin

    2014-01-01

    Anti-tobacco television advertisement campaigns may convey messages on smoking-related health consequences and create norms against giving cigarettes. Altogether, 156 and 112 slots of a television advertisement "Giving cigarettes is giving harm" were aired on Suzhou and Yizheng, respectively, over one month in 2010. Participants were recruited from 15 locations in Suzhou and 8 locations in Yizheng using a street intercept method. Overall 2306 residents aged 18-45 years completed questionnaires, including 1142 before the campaign and 1164 after, with respective response rates of 79.1% and 79.7%. Chi square tests were used to compare the difference between categorical variables. After the campaign, 36.0% of subjects recalled that they had seen the advertisement. Residents of Suzhou had a higher recall rate than those of Yizheng (47.6% vs. 20.6%, P advertisement were more likely not to give cigarettes in the future than those who reported not seeing the advertisement (38.7% vs. 27.5%, P advertisements helped change societal norms and improve health behavior. Continuous and adequate funding of anti-tobacco media campaigns targeted at different levels of the general population is needed, in conjunction with a comprehensive tobacco control effort.

  5. A paid radio advertising campaign to promote parent-child communication about alcohol.

    Science.gov (United States)

    Surkan, Pamela J; Dejong, William; Herr-Zaya, Kathleen M; Rodriguez-Howard, Mayra; Fay, Kevin

    2003-01-01

    This study assessed the impact of a paid radio commercial designed to promote parent-child communication about alcohol use and sponsored by the Bureau of Substance Abuse Services, Massachusetts Department of Public Health. A random-digit-dial telephone survey of parents or guardians of children ages 10-17 years was conducted after a four-week advertising flight. Respondents with unassisted recall of the commercial more often disagreed that parent-child discussion is useful only if children have begun to experiment with alcohol, and more often reported having three or more parent-child discussions about alcohol compared to those who did not recall the commercial. Findings suggest the potential benefit of paid media campaigns to encourage parents to talk with their children about alcohol.

  6. Unintended messages in online advertising to youth: illicit drug imagery in a Canadian sports marketing campaign.

    Science.gov (United States)

    Auger, Nathalie; Daniel, Mark; Knäuper, Bärbel; Dourian, Tara; Raynault, Marie-France

    2015-04-01

    We assessed the potential for harmful messages in online advertisements targeted to youth, using the example of the Canadian "Light It Up" marketing campaign from a large sports corporation. We undertook a cluster randomized controlled trial of 20 secondary school classes in Montreal, Canada. Classes were randomly allocated to view a "Light It Up" advertisement (n = 205) or a neutral comparison advertisement (n = 192). The main outcome measures were self-reports of illicit drug messages in the advertisements. Of the students, 22.9% reported that the "Light It Up" advertisement contained illicit drug messages compared with 1.0% for the comparison advertisement (relative risk, 22.0; 95% confidence interval, 6.5-74.9). Although meant to promote sports, youth in this study believed that the "Light It Up" advertisement was related to illicit drugs. The campaign illustrates how advertisements may inadvertently market unwanted behaviors to children. Copyright © 2015 Society for Adolescent Health and Medicine. Published by Elsevier Inc. All rights reserved.

  7. Social media in advertising campaigns: examining the effects on perceived persuasive intent, campaign and brand responses

    NARCIS (Netherlands)

    Voorveld, H.A.M.; van Noort, G.

    2014-01-01

    Inspired by the increasing popularity of advertising on social media, and especially on social network sites (SNSs), the aim of this study is to give insight into the effectiveness of SNS advertising. The first experimental study compares consumer responses to advertising on SNSs and television (TV)

  8. Social media in advertising campaigns: examining the effects on perceived persuasive intent, campaign and brand responses

    NARCIS (Netherlands)

    Voorveld, H.A.M.; van Noort, G.

    2014-01-01

    Inspired by the increasing popularity of advertising on social media, and especially on social network sites (SNSs), the aim of this study is to give insight into the effectiveness of SNS advertising. The first experimental study compares consumer responses to advertising on SNSs and television (TV)

  9. 27 CFR 6.54 - Advertising in retailer publications.

    Science.gov (United States)

    2010-04-01

    ... 27 Alcohol, Tobacco Products and Firearms 1 2010-04-01 2010-04-01 false Advertising in retailer..., DEPARTMENT OF THE TREASURY LIQUORS âTIED-HOUSEâ Unlawful Inducements Paying for Advertising, Display Or Distribution Service § 6.54 Advertising in retailer publications. The purchase, by an industry member,...

  10. Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards?

    Directory of Open Access Journals (Sweden)

    Raoul V. Kübler

    2012-05-01

    Full Text Available Since the Sarbanes-Oxley Act was passed in 2002, it has become commonplace in the advertising industry to use creativity-award-show prizes instead of gross income figures to attract new customers. Therefore, achieving a top creativity ranking and winning creativity awards have become high priorities in the advertising industry. Agencies and marketers have always wondered what elements in the advertising creation process would lead to the winning of creativity awards. Although this debate has been dominated by pure speculation about the success of different routines, approaches and strategies in winning creativity awards, for the first time our study delivers an empirical insight into the key drivers of creativity award success. We investigate what strategies and which elements of an advertising campaign are truly likely to lead to winning the maximum number of creativity awards. Using a sample of 108 campaigns, we identify factors that influence campaign success at international advertising award shows. We identify innovativeness and the integration of multiple channels as the key drivers of creativity award success. In contrast to industry beliefs, meaningful or personally connecting approaches do not seem to generate a significant benefit in terms of winning creativity awards. Finally, our data suggest that the use of so-called “fake campaigns” to win more creativity awards does not prove to be effective.

  11. Evaluation of an Online Campaign for Promoting Help-Seeking Attitudes for Depression Using a Facebook Advertisement: An Online Randomized Controlled Experiment.

    Science.gov (United States)

    Hui, Alison; Wong, Paul Wai-Ching; Fu, King-Wa

    2015-01-01

    A depression-awareness campaign delivered through the Internet has been recommended as a public health approach that would enhance mental health literacy and encourage help-seeking attitudes. However, the outcomes of such a campaign remain understudied. The main aim of this study was to evaluate the effectiveness of an online depression awareness campaign, which was informed by the theory of planned behavior, to encourage help-seeking attitudes for depression and to enhance mental health literacy in Hong Kong. The second aim was to examine click-through behaviors by varying the affective facial expressions of people in the Facebook advertisements. Potential participants were recruited through Facebook advertisements, using either a happy or sad face illustration. Volunteer participants registered for the study by clicking on the advertisement and were invited to leave their personal email addresses to receive educational content about depression. The participants were randomly assigned into two groups (campaign or control), and over a four consecutive week period, received either the campaign material or official information developed by the Hospital Authority in Hong Kong. Pretests and posttests were conducted before and after the campaign to measure the differences in help-seeking attitudes and mental health literacy among the campaign and control groups. Of the 199 participants that registered and completed the pretest, 116 (55 campaign and 62 control) completed the campaign and the posttest. At the posttest, we found no significant changes in help-seeking attitudes between the campaign and control groups, but the campaign group participants demonstrated a statistically significant improvement in mental health literacy (P=.031) and a higher willingness to access additional information (PFacebook advertisement attracted more click-throughs by users into the website than did the sad face advertisement (P=.03). The present study provides evidence that an online

  12. Does generic advertising work? A systematic evaluation of the Danish campaign for fresh fish

    DEFF Research Database (Denmark)

    Scholderer, Joachim; Grunert, Klaus G.

    2001-01-01

    Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish in shops, meal preparation skills, intentions to buy fresh fish...

  13. The Geography of Political Communication: Effects of Regional Variations in Campaign Advertising on Citizen Communication

    Science.gov (United States)

    Cho, Jaeho

    2011-01-01

    This study explores whether and how campaign-induced changes in local information environments influence citizens' everyday communication activities. The empirical analysis in this study centers on a comparison of two New Jersey media markets that showed idiosyncratic differences in the amount of political advertising during the 2000 presidential…

  14. The Geography of Political Communication: Effects of Regional Variations in Campaign Advertising on Citizen Communication

    Science.gov (United States)

    Cho, Jaeho

    2011-01-01

    This study explores whether and how campaign-induced changes in local information environments influence citizens' everyday communication activities. The empirical analysis in this study centers on a comparison of two New Jersey media markets that showed idiosyncratic differences in the amount of political advertising during the 2000 presidential…

  15. Target Marketing and Ethics Brand Advertising and Marketing Campaigns

    OpenAIRE

    Gyongyi K. Fogel; Lorinda F. Lewis

    2010-01-01

    Marketing to a targeted minority can provide a competitive advantage for an organization. However, there are ethical and legal concerns that must be carefully evaluated. Youth, children, and protected minorities, including women and the elderly, are a high target of advertising because of the increasing importance of these segments in making purchasing decisions. Recent population and demographic factors continue to impact marketing to address minority marketing issues with careful attention ...

  16. Facebook Advertising Across an Engagement Spectrum: A Case Example for Public Health Communication

    Science.gov (United States)

    Platt, Jodyn; Thiel, Daniel B; Kardia, Sharon L. R

    2016-01-01

    Background The interpersonal, dialogic features of social networking sites have untapped potential for public health communication. We ran a Facebook advertising campaign to raise statewide awareness of Michigan’s newborn screening and biobanking programs. Objective We ran a Facebook advertising campaign to stimulate public engagement on the complex and sensitive issue of Michigan’s newborn screening and biobank programs. Methods We ran an 11-week, US $15,000 Facebook advertising campaign engaging Michigan Facebook users aged 18-64 years about the state’s newborn screening and population biobank programs, and we used a novel “engagement spectrum” framework to contextualize and evaluate engagement outcomes ranging from observation to multi-way conversation. Results The campaign reached 1.88 million Facebook users, yielding a range of engagement outcomes across ad sets that varied by objective, content, budget, duration, and bid type. Ad sets yielded 9009 page likes (US $4125), 15,958 website clicks (US $5578), and 12,909 complete video views to 100% (US $3750). “Boosted posts” yielded 528 comments and 35,966 page post engagements (US $1500). Overall, the campaign led to 452 shares and 642 comments, including 176 discussing newborn screening and biobanking. Conclusions Facebook advertising campaigns can efficiently reach large populations and achieve a range of engagement outcomes by diversifying ad types, bid types, and content. This campaign provided a population-based approach to communication that also increased transparency on a sensitive and complex topic by creating a forum for multi-way interaction. PMID:27244774

  17. Public Health Campaign Cut Consumption of Sugary Drinks

    Science.gov (United States)

    ... page: https://medlineplus.gov/news/fullstory_162092.html Public Health Campaign Cut Consumption of Sugary Drinks Soda sales ... 2016 THURSDAY, Nov. 17, 2016 (HealthDay News) -- A public health campaign to reduce sugary drink consumption led to ...

  18. Public Sphere - Political Advertisement Relationship in Turkey: Analysing Political Advertisements of JDP in General Elections 2011

    Directory of Open Access Journals (Sweden)

    Erdal Dağtaş

    2015-09-01

    Full Text Available Public sphere is a social space, open to active individual access and free discussion, rescued from state intervention, where communicative action free from violence and individual benefits is undertaken; and rational-critical discourse is built. Political advertisement is the type advertising which aims at directing voters or the government to a particular action, having them adopt a certain view or approach. The concept of political advertising emerged with the practice of using commercial advertising techniques to promote a party, candidate or an idea. Justice and Development Party (JDP, has been ruling Turkey since 2002. The leader of the party is Prime Minister Recep Tayyip Erdoğan. It is a conservative party and has carried out some practices that could be regarded as negative. Anti-secular attitudes are also among these practices. Thus, analysing the political advertisements of JDP has proved to be interesting. Public sphere studies are mostly conducted through news stories and columns in media. In that sense, it is significant to analyse political advertisements in terms of public sphere. In this study, the political advertisements of the ruling Justice and Development Party (JDP in the process of Turkish General Parliamentary Election, 2011 have been analysed. The political advertisements in question have been analysed via Sabah newspaper. The reason for choosing Sabah is that it supports JDP as an example of partisan press. The samples have been taken from 2 weeks before the elections. Accordingly, as a full-page advertisement is published every day, 14 political advertisement analyses have been conducted in total. Political advertisements have been analysed using qualitative text analysis. As the study follows the path of public place-political advertising relationship, it finds meaning in itself.

  19. The Impact of IMC on Advertising and Public Relations Education.

    Science.gov (United States)

    Griffin, W. Glenn; Pasadeos, Yorgo

    1998-01-01

    Surveys advertising and public relations faculty members with regard to IMC (Integrated Marketing Communications) and its impact on current curricula. Finds (1) areas of discontent with current course curricula; (2) evidence of "separate agendas" between advertising and public relations educators on this issue; and (3) evidence of a generation gap…

  20. 48 CFR 570.402-2 - Publicizing/Advertising.

    Science.gov (United States)

    2010-10-01

    ... 48 Federal Acquisition Regulations System 4 2010-10-01 2010-10-01 false Publicizing/Advertising. 570.402-2 Section 570.402-2 Federal Acquisition Regulations System GENERAL SERVICES ADMINISTRATION... for Continued Space Requirements 570.402-2 Publicizing/Advertising. Publish a notice if required...

  1. Parent and child interactions with two contrasting anti-obesity advertising campaigns: a qualitative analysis.

    Science.gov (United States)

    Thomas, Samantha L; Olds, Timothy; Pettigrew, Simone; Yeatman, Heather; Hyde, Jim; Dragovic, Christine

    2014-02-11

    Social marketing has been proposed as a framework that may be effectively used to encourage behaviour change relating to obesity. Social advertising (or mass media campaigning) is the most commonly used social marketing strategy to address the issue of obesity. While social advertising has the potential to effectively communicate information about obesity, some argue that the current framing and delivery of these campaigns are ineffective, and may cause more harm than good. We used a qualitative advertising reception study. 150 family groups (comprised of 159 parents and 184 children) were shown two Australian government anti-obesity advertisements: Measure Up (focused on problems associated with obesity) and Swap It (focused on solutions for obesity). Families were engaged in a discussion about the visual appeals, verbal messages and their perceptions about the impact of the advertisements on behavioural change. Open coding techniques and a constant comparative method of analysis was used to interpret the data. Many parents had strong personal resonance with the visual imagery within the campaigns. While Swap It had strong 'likeability' with children, many children believed that the messages about overweight and obesity were less personally relevant because they did not perceive themselves to be overweight. The content and delivery style of the verbal messages (the serious risk focused message in Measure Up compared to the upbeat, fun practical message in Swap It) influenced how different audiences (parents and children) interpreted the information that was presented. Parents assimilated practical and instructive messages, while children assimilated messages about weight loss and weight gain. Parents and children recognised that the campaigns were asking individuals to take personal responsibility for their weight status, and were at times critical that the campaigns did not tackle the broader issues associated with the causes and consequences of obesity. The lack

  2. Parent and child interactions with two contrasting anti-obesity advertising campaigns: a qualitative analysis

    Science.gov (United States)

    2014-01-01

    Background Social marketing has been proposed as a framework that may be effectively used to encourage behaviour change relating to obesity. Social advertising (or mass media campaigning) is the most commonly used social marketing strategy to address the issue of obesity. While social advertising has the potential to effectively communicate information about obesity, some argue that the current framing and delivery of these campaigns are ineffective, and may cause more harm than good. Methods We used a qualitative advertising reception study. 150 family groups (comprised of 159 parents and 184 children) were shown two Australian government anti-obesity advertisements: Measure Up (focused on problems associated with obesity) and Swap It (focused on solutions for obesity). Families were engaged in a discussion about the visual appeals, verbal messages and their perceptions about the impact of the advertisements on behavioural change. Open coding techniques and a constant comparative method of analysis was used to interpret the data. Results Many parents had strong personal resonance with the visual imagery within the campaigns. While Swap It had strong ‘likeability’ with children, many children believed that the messages about overweight and obesity were less personally relevant because they did not perceive themselves to be overweight. The content and delivery style of the verbal messages (the serious risk focused message in Measure Up compared to the upbeat, fun practical message in Swap It) influenced how different audiences (parents and children) interpreted the information that was presented. Parents assimilated practical and instructive messages, while children assimilated messages about weight loss and weight gain. Parents and children recognised that the campaigns were asking individuals to take personal responsibility for their weight status, and were at times critical that the campaigns did not tackle the broader issues associated with the causes and

  3. Does generic advertising work? A systematic evaluation of the Danish campaign for fresh fish

    DEFF Research Database (Denmark)

    Scholderer, Joachim; Grunert, Klaus G.

    Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish in shops, meal preparation skills, intentions to buy fresh fish......, and actual consumption frequencies. In the pre-campaign survey (effective N = 641), significant determinants of consumption frequency were availability in shops, meal preparation skills, and intentions to buy fresh fish. Consistent with the intended effects of the campaign, availability in shops and meal...... preparation skills lost their influence in the post-campaign survey (effective N = 523). Instead, family norms were the only direct as well as indirect (mediated by intention to buy) influences on consumption frequency. Mean levels of intention to buy and consumption frequency were significantly higher after...

  4. Generic advertising for fish: Results from a research-based campaign

    DEFF Research Database (Denmark)

    Grunert, Klaus G.; Scholderer, Joachim

    2000-01-01

    Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish in shops, meal preparation skills, intentions to buy fresh fish......, and actual consumption frequencies. In the pre-campaign survey (effective N =641), significant determinants of consumption frequency were availability in shops, meal preparation skills, and intentions to buy fresh fish. Consistent with the intended effects of the campaign, availabiity in shops and meal...... preparation skills lost their influence in the post-campaign survey (effective N = 523). Instead, family norms were the only direct as well as indirect (mediated by intention to buy) influences on consumption frequency. Mean levels of intention to buy and consumption frequency were significantly higher after...

  5. Does generic advertising work? A systematic evaluation of the Danish campaign for fresh fish

    DEFF Research Database (Denmark)

    Scholderer, Joachim; Grunert, Klaus G.

    , and actual consumption frequencies. In the pre-campaign survey (effective N = 641), significant determinants of consumption frequency were availability in shops, meal preparation skills, and intentions to buy fresh fish. Consistent with the intended effects of the campaign, availability in shops and meal......Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish in shops, meal preparation skills, intentions to buy fresh fish...... preparation skills lost their influence in the post-campaign survey (effective N = 523). Instead, family norms were the only direct as well as indirect (mediated by intention to buy) influences on consumption frequency. Mean levels of intention to buy and consumption frequency were significantly higher after...

  6. Does generic advertising work? A systematic evaluation of the Danish campaign for fresh fish

    DEFF Research Database (Denmark)

    Scholderer, Joachim; Grunert, Klaus G.

    2001-01-01

    , and actual consumption frequencies. In the pre-campaign survey (effective N = 641), significant determinants of consumption frequency were availability in shops, meal preparation skills, and intentions to buy fresh fish. Consistent with the intended effects of the campaign, availability in shops and meal......Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish in shops, meal preparation skills, intentions to buy fresh fish...... preparation skills lost their influence in the post-campaign survey (effective N = 523). Instead, family norms were the only direct as well as indirect (mediated by intention to buy) influences on consumption frequency. Mean levels of intention to buy and consumption frequency were significantly higher after...

  7. Generic advertising for fish: Results from a research-based campaign

    DEFF Research Database (Denmark)

    Grunert, Klaus G.; Scholderer, Joachim

    2000-01-01

    , and actual consumption frequencies. In the pre-campaign survey (effective N =641), significant determinants of consumption frequency were availability in shops, meal preparation skills, and intentions to buy fresh fish. Consistent with the intended effects of the campaign, availabiity in shops and meal......Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish in shops, meal preparation skills, intentions to buy fresh fish...... preparation skills lost their influence in the post-campaign survey (effective N = 523). Instead, family norms were the only direct as well as indirect (mediated by intention to buy) influences on consumption frequency. Mean levels of intention to buy and consumption frequency were significantly higher after...

  8. Georgia's Cancer Awareness and Education Campaign: combining public health models and private sector communications strategies.

    Science.gov (United States)

    Parker, Demetrius M

    2004-07-01

    The Georgia Cancer Awareness and Education Campaign was launched in September 2002 with the goals of supporting cancer prevention and early detection efforts, heightening awareness of and understanding about the five leading cancers among Georgia residents, and enhancing awareness and education about the importance of proper nutrition, exercise, and healthy lifestyles. The inaugural year of the campaign is outlined, beginning with adherence to the public health principles of surveillance, risk factor identification, intervention evaluation, and implementation. A strategic and integrated communications campaign, using tactics such as paid advertising, public service announcements, local community relations, media releases, a documentary film, special events, and other components, is described in detail with links to multimedia samples. With an estimated budget of 3.1 million dollars, the first year of the campaign focuses on breast and cervical cancer screening and early detection.

  9. Restricted campaign. Recruiting, retaining without traditional advertising methods. Louisiana group uses press releases, direct mailings, speeches to promote its message.

    Science.gov (United States)

    2007-01-01

    Try getting the word out without the benefit of paid advertising. That's one of the strings tied to a government-funded campaign in New Orleans to bring nurses back into the area as it recovers from Katrina.

  10. HOW TO MITIGATE THE RISKS OF MANAGING ONLINE ADVERTISING CAMPAIGNS BY TRAINING WITH SIMBOUND SIMULATION GAME

    Directory of Open Access Journals (Sweden)

    Louis Doru Havriliuc

    2013-12-01

    Full Text Available This paper aims to describe how a digital marketing simulation system improve the knowledge and skills of students, as well as their status as members of a virtual community, which gradually evolve from novice to expert in managing online advertising campaigns. The body of the article encompasses three contributions: the know-how of the Simbound Game author, the practical experiences of an instructor, who coordinated students’ activities during three courses and of a Master student – the leader of a team which got the first position after the completion of a game. The advantages of managing no-risk online advertising campaigns are revealed and the students are able to understand how various online marketing tools become useful while a firm expands its operations in e-commerce and must fulfill new tasks and responsibilities. The paper concludes with the practical implications of the Simbound simulation-based learning and the ideas included in the future research agenda.

  11. Promoting public awareness of randomised clinical trials using the media: the 'Get Randomised' campaign.

    Science.gov (United States)

    Mackenzie, Isla S; Wei, Li; Rutherford, Daniel; Findlay, Evelyn A; Saywood, Wendy; Campbell, Marion K; Macdonald, Thomas M

    2010-02-01

    WHAT IS ALREADY KNOWN ABOUT THIS SUBJECT * Recruitment is key to the success of clinical trials. * Many clinical trials fail to achieve adequate recruitment. * Public understanding and engagement in clinical research could be improved. WHAT THIS STUDY ADDS * 'Get Randomised' is the first campaign of its kind in the UK. * It is possible to improve public awareness of clinical research using the media. * Further work is needed to determine whether improved public awareness leads to increased participation in clinical research in the future. AIM To increase public awareness and understanding of clinical research in Scotland. METHODS A generic media campaign to raise public awareness of clinical research was launched in 2008. The 'Get Randomised' campaign was a Scotland-wide initiative led by the University of Dundee in collaboration with other Scottish universities. Television, radio and newspaper advertising showed leading clinical researchers, general practitioners and patients informing the public about the importance of randomised clinical trials (RCTs). 'Get Randomised' was the central message and interested individuals were directed to the http://www.getrandomised.org website for more information. To assess the impact of the campaign, cross-sectional surveys were conducted in representative samples of 1040 adults in Scotland prior to campaign launch and again 6 months later. RESULTS There was an improvement in public awareness of clinical trials following the campaign; 56.7% [95% confidence interval (CI) 51.8, 61.6] of the sample recalled seeing or hearing advertising about RCTs following the campaign compared with 14.8% (10.8, 18.9) prior to the campaign launch (difference = 41.4%; 95% CI for difference 35.6, 48.3; P advertising, 49% felt that the main message was that people should take part more in medical research. However, on whether they would personally take part in a clinical trial if asked, there was little difference in response following the campaign

  12. PUBLIC RELATIONS AND ADVERTISING: TRENDS, CHALLENGES AND PERSPECTIVES

    National Research Council Canada - National Science Library

    Petrovici Amalia

    2015-01-01

      The multitude of the definitions associated with the concept of public relations, the semantic ambiguity of the term of advertising have generated, in the Romanian space, confusions related to public...

  13. Practitioners’ view of the role of OOH advertising media in IMC campaigns

    Directory of Open Access Journals (Sweden)

    A. Therese Roux

    2016-12-01

    Full Text Available Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to different out-of-home advertising media types; however, little attention has been paid to how they could contribute to an overall integrated marketing communication (IMC program. The purpose of the study was, therefore, to explore a practitioner’s view of the role of out-of-home advertising media in an integrated marketing communication campaign. Investigating knowledgeable practitioners’ perspectives and practices helped to reveal novel media planning techniques applied by specialists in the field and contributed to the limited theory on out-of-home advertising media planning. The three roles performed by out-of-home advertising media within this context: support; lead; or even as the only media, were clarified. Some unique media tactics to reach marketing communication objectives on cognitive, affective or behavioural levels and direction for future research were also proposed.

  14. Public health campaigns and obesity - a critique

    Directory of Open Access Journals (Sweden)

    Proietto Joseph

    2011-02-01

    Full Text Available Abstract Background Controlling obesity has become one of the highest priorities for public health practitioners in developed countries. In the absence of safe, effective and widely accessible high-risk approaches (e.g. drugs and surgery attention has focussed on community-based approaches and social marketing campaigns as the most appropriate form of intervention. However there is limited evidence in support of substantial effectiveness of such interventions. Discussion To date there is little evidence that community-based interventions and social marketing campaigns specifically targeting obesity provide substantial or lasting benefit. Concerns have been raised about potential negative effects created by a focus of these interventions on body shape and size, and of the associated media targeting of obesity. Summary A more appropriate strategy would be to enact high-level policy and legislative changes to alter the obesogenic environments in which we live by providing incentives for healthy eating and increased levels of physical activity. Research is also needed to improve treatments available for individuals already obese.

  15. Public health campaigns and obesity - a critique.

    Science.gov (United States)

    Walls, Helen L; Peeters, Anna; Proietto, Joseph; McNeil, John J

    2011-02-27

    Controlling obesity has become one of the highest priorities for public health practitioners in developed countries. In the absence of safe, effective and widely accessible high-risk approaches (e.g. drugs and surgery) attention has focussed on community-based approaches and social marketing campaigns as the most appropriate form of intervention. However there is limited evidence in support of substantial effectiveness of such interventions. To date there is little evidence that community-based interventions and social marketing campaigns specifically targeting obesity provide substantial or lasting benefit. Concerns have been raised about potential negative effects created by a focus of these interventions on body shape and size, and of the associated media targeting of obesity. A more appropriate strategy would be to enact high-level policy and legislative changes to alter the obesogenic environments in which we live by providing incentives for healthy eating and increased levels of physical activity. Research is also needed to improve treatments available for individuals already obese.

  16. Can neural activation in dorsolateral prefrontal cortex predict responsiveness to information? An application to egg production systems and campaign advertising.

    Science.gov (United States)

    McFadden, Brandon R; Lusk, Jayson L; Crespi, John M; Cherry, J Bradley C; Martin, Laura E; Aupperle, Robin L; Bruce, Amanda S

    2015-01-01

    Consumers prefer to pay low prices and increase animal welfare; however consumers are typically forced to make tradeoffs between price and animal welfare. Campaign advertising (i.e., advertising used during the 2008 vote on Proposition 2 in California) may affect how consumers make tradeoffs between price and animal welfare. Neuroimaging data was used to determine the effects of brain activation in dorsolateral prefrontal cortex (dlPFC) on choices making a tradeoff between price and animal welfare and responsiveness to campaign advertising. Results indicated that activation in the dlPFC was greater when making choices that forced a tradeoff between price and animal welfare, compared to choices that varied only by price or animal welfare. Furthermore, greater activation differences in right dlPFC between choices that forced a tradeoff and choices that did not, indicated greater responsiveness to campaign advertising.

  17. Can neural activation in dorsolateral prefrontal cortex predict responsiveness to information? An application to egg production systems and campaign advertising.

    Directory of Open Access Journals (Sweden)

    Brandon R McFadden

    Full Text Available Consumers prefer to pay low prices and increase animal welfare; however consumers are typically forced to make tradeoffs between price and animal welfare. Campaign advertising (i.e., advertising used during the 2008 vote on Proposition 2 in California may affect how consumers make tradeoffs between price and animal welfare. Neuroimaging data was used to determine the effects of brain activation in dorsolateral prefrontal cortex (dlPFC on choices making a tradeoff between price and animal welfare and responsiveness to campaign advertising. Results indicated that activation in the dlPFC was greater when making choices that forced a tradeoff between price and animal welfare, compared to choices that varied only by price or animal welfare. Furthermore, greater activation differences in right dlPFC between choices that forced a tradeoff and choices that did not, indicated greater responsiveness to campaign advertising.

  18. Reducing Alcohol Consumption through Television Advertising.

    Science.gov (United States)

    Barber, James G.; And Others

    1989-01-01

    Assessed impact of television commercial based on controlled-drinking principles. Measures were taken 12 months prior to start of campaign and 3 weeks after campaign from regular drinkers of general public whose drinking behavior was known to be unaffected by previous antidrug advertising campaign. Found that advertisement reduced intake provided…

  19. The effectiveness of television advertising campaigns on generating calls to a national Quitline by Māori.

    Science.gov (United States)

    Wilson, N; Grigg, M; Graham, L; Cameron, G

    2005-08-01

    To examine the effectiveness of four mass media campaigns on calls to a national Quitline by Māori (the indigenous people of New Zealand). Monthly Quitline call data and calls within one hour of a television commercial (TVC) being shown were analysed for the 2002-2003 period. Data on target audience rating points (TARPs) and expenditure on TVCs were also used (n = 2319 TVC placements). Māori were found to register with the Quitline at higher rates during the most intense six campaign months (15% more registrations compared to less intense months). The most effective campaign generated 115 calls per 100 TARPs by Māori callers within one hour of TVC airing (the "Every cigarette" campaign). A more Māori orientated campaign with both health and cultural themes generated 91 calls per 100 TARPs from Māori callers. For these two campaigns combined, the advertising cost per new registration with the Quitline by a Māori caller was NZD 30-48. Two second hand smoke campaigns that did not show the Quitline number were much less effective at 25 and 45 calls per 100 TARPs. These television advertising campaigns were effective and cost effective in generating calls to a national Quitline by Māori. Health authorities should continue to explore the use of both "threat appeal" style media campaigns and culturally appropriate campaigns to support Quitline use by indigenous peoples.

  20. Does pharmaceutical advertising affect journal publication about dietary supplements?

    Directory of Open Access Journals (Sweden)

    Hood Kaylene L

    2008-04-01

    Full Text Available Abstract Background Advertising affects consumer and prescriber behaviors. The relationship between pharmaceutical advertising and journals' publication of articles regarding dietary supplements (DS is unknown. Methods We reviewed one year of the issues of 11 major medical journals for advertising and content about DS. Advertising was categorized as pharmaceutical versus other. Articles about DS were included if they discussed vitamins, minerals, herbs or similar products. Articles were classified as major (e.g., clinical trials, cohort studies, editorials and reviews or other (e.g., case reports, letters, news, and others. Articles' conclusions regarding safety and effectiveness were coded as negative (unsafe or ineffective or other (safe, effective, unstated, unclear or mixed. Results Journals' total pages per issue ranged from 56 to 217 while advertising pages ranged from 4 to 88; pharmaceutical advertisements (pharmads accounted for 1.5% to 76% of ad pages. Journals with the most pharmads published significantly fewer major articles about DS per issue than journals with the fewest pharmads (P Conclusion These data are consistent with the hypothesis that increased pharmaceutical advertising is associated with publishing fewer articles about DS and publishing more articles with conclusions that DS are unsafe. Additional research is needed to test alternative hypotheses for these findings in a larger sample of more diverse journals.

  1. Snack food advertising in stores around public schools in Guatemala.

    Science.gov (United States)

    Chacon, Violeta; Letona, Paola; Villamor, Eduardo; Barnoya, Joaquin

    Obesity in school-age children is emerging as a public heath concern. Food marketing influences preferences and increases children's requests for food. This study sought to describe the type of snack foods advertised to children in stores in and around public schools and assess if there is an association between child-oriented snack food advertising and proximity to schools. All food stores located inside and within a 200 square meter radius from two preschools and two primary schools were surveyed. We assessed store type, number and type of snack food advertisements including those child-oriented inside and outside stores. We surveyed 55 stores and found 321 snack food advertisements. Most were on sweetened beverages (37%) and soft drinks (30%). Ninety-two (29%) were child-oriented. Atoles (100.0%), cereals (94.1%), and ice cream and frozen desserts (71.4%) had the greatest proportion of child-oriented advertising. We found more child-oriented advertisements in stores that were closer (stores within a short walking distance from schools, exposing children to an obesogenic environment.

  2. Mass-media publicity campaign on driving while intoxicated.

    NARCIS (Netherlands)

    Wesemann, P.

    1986-01-01

    Mass media publicity campaigns against driving while intoxicated have been conducted in the netherlands for a number of years. A new, more aggressive approach was introduced in 1984 with the slogan "alcohol ..... all too easily a crime". Goals of this campaign were (1) internationalization of the le

  3. Youth's Awareness of and Reactions to The Real Cost National Tobacco Public Education Campaign.

    Directory of Open Access Journals (Sweden)

    Jennifer C Duke

    Full Text Available In 2014, the Food and Drug Administration (FDA launched its first tobacco-focused public education campaign, The Real Cost, aimed at reducing tobacco use among 12- to 17-year-olds in the United States. This study describes The Real Cost message strategy, implementation, and initial evaluation findings. The campaign was designed to encourage youth who had never smoked but are susceptible to trying cigarettes (susceptible nonsmokers and youth who have previously experimented with smoking (experimenters to reassess what they know about the "costs" of tobacco use to their body and mind. The Real Cost aired on national television, online, radio, and other media channels, resulting in high awareness levels. Overall, 89.0% of U.S. youth were aware of at least one advertisement 6 to 8 months after campaign launch, and high levels of awareness were attained within the campaign's two targeted audiences: susceptible nonsmokers (90.5% and experimenters (94.6%. Most youth consider The Real Cost advertising to be effective, based on assessments of ad perceived effectiveness (mean = 4.0 on a scale from 1.0 to 5.0. High levels of awareness and positive ad reactions are requisite proximal indicators of health behavioral change. Additional research is being conducted to assess whether potential shifts in population-level cognitions and/or behaviors are attributable to this campaign. Current findings demonstrate that The Real Cost has attained high levels of ad awareness which is a critical first step in achieving positive changes in tobacco-related attitudes and behaviors. These data can also be used to inform ongoing message and media strategies for The Real Cost and other U.S. youth tobacco prevention campaigns.

  4. Banner Advertising

    OpenAIRE

    Majoroš, Miroslav

    2008-01-01

    History of internet advertising, types of internet advertising. Banner advertising, methods of payment for banner advertising, formats and technologies. Internet media market in Czech Republic, portals, servers, media agents, media agencies, SPIR association. Banner campaign, its planning, execution and evaluation. Videobanner campaign Nivea For Men, searching for the most effective format for videoadvertising on the internet.

  5. Lee Iacocca and the Generation of Myth in the Spokesman Advertising Campaign for Chrysler from 1980-1984.

    Science.gov (United States)

    Thorpe, Judie Mosier

    Applying knowledge of myth to the milieu of commercial television programming, this paper focuses on the way myth was generated in an advertising campaign that featured Lee Iacocca, chief executive officer of Chrysler Corporation, during the period of 1979-1982, when Chrysler moved from the edge of bankruptcy to financial stability. After…

  6. The VERB campaign: applying a branding strategy in public health.

    Science.gov (United States)

    Asbury, Lori D; Wong, Faye L; Price, Simani M; Nolin, Mary Jo

    2008-06-01

    A branding strategy was an integral component of the VERB Youth Media Campaign. Branding has a long history in commercial marketing, and recently it has also been applied to public health campaigns. This article describes the process that the CDC undertook to develop a physical activity brand that would resonate with children aged 9-13 years (tweens), to launch an unknown brand nationally, to build the brand's equity, and to protect and maintain the brand's integrity. Considerations for branding other public health campaigns are also discussed.

  7. [Success factors in public healthy eating campaigns: a case study].

    Science.gov (United States)

    Aschemann-Witzel, J; Pérez-Cueto, F J A; Strand, M; Verbeke, W; Bech-Larsen, T

    2012-01-01

    Public campaigns and interventions are rarely fully evaluated regarding their effectiveness. The analysis of past, successful activities can contribute to the future development of public campaigns and interventions for healthier eating. The study of public campaigns and interventions for healthier eating aimed at identifying the underlying success factors and describing their relation. Interviews were conducted with representatives of 11 cases that had been identified as especially successful in an earlier research step. The interviews were analysed with regard to possible success factors and the latter used to develop a model of success factor interrelation. It was found that success of the cases was first, attributed to characteristics of the macro environment or to public private partnerships in the initiation of campaigns, second, to the engagement of social communities, elements of empowerment of the target group and the implementation of social marketing measures, and thirdly, in citizens adoption of the campaign and in accompanying structural changes. The model and identified success factors underline that success can stem from three crucial phases: the set up of a campaign, the conduction and finally, the interrelation with the citizen. The model can serve as a guide in the future development of campaigns.

  8. Control Freaks: How User-Generated Content is Managed in Advertising Campaigns. The Romanian Perspective

    Directory of Open Access Journals (Sweden)

    Rodica Maria SĂVULESCU

    2014-10-01

    Full Text Available The advent of Web 2.0 has brought about a paradigm shift in communication: from an informational Web to an editable one. Consequently, the “one-to-many” communication model of the mass media industry has been replaced by one that involves “many-to-many”. Web 2.0 enables those who were formerly conceptualized as audiences/consumers to be part of an open-source movement that means participating into the production of brands and their meanings. It is an era of convergence, of overlapping roles between producers and users/consumers – in short, of “produsage”, “prosumption” and “user-generated content” (UGC. This article investigates how this new paradigm influences marketing communication by addressing the specific case of the Romanian advertising industry. By using in depth-interviews with 20 advertising professionals, it points out to the fact that in communication campaigns with user-generated content there is still a high degree of control from the brand management and agency teams that cannot quite grasp the concept of brand communication democratization.

  9. Did augmenting the VERB campaign advertising in select communities have an effect on awareness, attitudes, and physical activity?

    Science.gov (United States)

    Berkowitz, Judy M; Huhman, Marian; Nolin, Mary Jo

    2008-06-01

    Although VERB was designed as a national media campaign, funding and donated media time enabled more-intensive advertising and marketing in certain communities. To investigate the effect of increased advertising on physical activity outcomes, six "high-dose" communities were selected to receive more hours of advertising and additional promotional activities. Longitudinal quasi-experimental design comparing outcomes in six communities that received additional VERB marketing activities with outcomes in a comparison group that received only the national dose of advertising. Two cohorts of dyads of youth aged 9-13 years (tweens) and one parent at baseline (2002), followed for 2 years. During the first year of the VERB campaign, each of the six high-dose communities received 50% more advertising and conducted special campaign activities. During the second year, only four of the six communities received the larger dose of advertising and additional promotional activities because of reduced funding. Awareness and understanding of VERB messages; attitudes about physical activity (self-efficacy, social influences, and outcome expectations); and physical activity behaviors. After 1 year, tweens in the high-dose communities reported higher levels of awareness and understanding of VERB and scored higher on the social influences scale than did tweens in a comparison group in areas that received only the national dose of advertising. After 2 years, tweens in the high-dose communities reported higher awareness and understanding of VERB, greater self-efficacy, more sessions of free-time physical activity per week, and were more active on the day before being surveyed than tweens in the comparison group who received the average national dose. Providing communities with a higher dose of marketing activities and sustaining those activities over time yields more positive outcomes.

  10. 48 CFR 570.106 - Publicizing/Advertising.

    Science.gov (United States)

    2010-10-01

    ... 48 Federal Acquisition Regulations System 4 2010-10-01 2010-10-01 false Publicizing/Advertising. 570.106 Section 570.106 Federal Acquisition Regulations System GENERAL SERVICES ADMINISTRATION SPECIAL CONTRACTING PROGRAMS ACQUIRING LEASEHOLD INTERESTS IN REAL PROPERTY General 570.106...

  11. 41 CFR 102-38.130 - Must we publicly advertise sales of Federal personal property?

    Science.gov (United States)

    2010-07-01

    ... advertise sales of Federal personal property? 102-38.130 Section 102-38.130 Public Contracts and Property... PROPERTY 38-SALE OF PERSONAL PROPERTY Sales Process Advertising § 102-38.130 Must we publicly advertise sales of Federal personal property? Yes, you must provide public notice of your sale of personal...

  12. An educational multimedia campaign has differential effects on public stroke knowledge and care-seeking behavior.

    Science.gov (United States)

    Marx, Juergen J; Nedelmann, Max; Haertle, Birgit; Dieterich, Marianne; Eicke, Bernd M

    2008-03-01

    To study the differential educational effects of a multimodal educational program on public stroke knowledge, we performed computer-assisted telephone surveys among a random sample of 500 members of the general public, before and immediately after an intense three-month educational campaign. The intervention comprised of poster advertisements, flyers, mail circular, slogans, stroke interest stories etc. in local newspapers, on television and radio, and public events. The main outcome measures were stroke knowledge, the intended behavior in acute stroke and the educational media remembered after the intervention. General knowledge of the nature of stroke (65.7% correct answers before versus 84.9 % after the campaign, p differential effects on public stroke knowledge and individual stroke risk,which does not necessarily lead to a change in care-seeking behavior. Repeated information using short-tailored slogans and cues to action led to a gain in general stroke knowledge, especially in high-risk populations of lower educational background. Large educational campaigns seem unsuitable, however, for mediation of detailed information on stroke.

  13. Teaching the Public Relations Case Studies/Campaigns Class.

    Science.gov (United States)

    Cottone, Laura Perkins

    The public relations case studies/campaigns class entails teaching students how to die and then come back to life. As students must learn to take a critical look at complex public and social issues, teachers should create an environment in which the students feel comfortable with the process of psychological reconstruction. Students must be taught…

  14. Persuasion in Advertising: Analyzing One of the Public Faces of Corporations

    Science.gov (United States)

    Lemesianou, Christine A.

    2007-01-01

    Today's communication and information environments create an immense amount of clutter for consumers, but a well crafted advertising campaign can differentiate an organization from its competitors. Persuasion in Advertising is a critical assignment where students apply Aristotle's and Cicero's persuasive techniques to a specific advertising…

  15. Getting to know the competition: a content analysis of publicly and corporate funded physical activity advertisements.

    Science.gov (United States)

    Berry, Tanya R; McCarville, Ron E; Rhodes, Ryan E

    2008-03-01

    The purpose of this research was to conduct a content analysis of physical activity advertisements in an effort to determine which advertisements were more likely to include features that may attract and maintain attention levels. Fifty-seven advertisements were collected from top circulation Canadian magazines. The advertisements ranged from publicly funded health promotion pieces to corporate sponsored advertisements using physical activity to sell a product. Advertisements were examined for textual and pictorial factors thought to increase attention allocated to advertising of this nature. Only two public health advertisements were found, and the majority of advertisements (57.9%) were from commercial advertisers using physical activity images to sell products or to encourage brand recognition. The advertisements originating with the private sector tended to possess most of the characteristics thought to attract the attention of readers. Once this attention was gained, however, most of these advertisements failed to highlight the benefits of physical activity. As a result, the positive effect of these advertisements may have been compromised. Public health advertisements were so infrequent that we could not compare their characteristics with those originating with the private sector. The characteristics with those we did find were inconsistent with those thought to attract and maintain attention levels. Results are discussed in terms of potential implications for promoting physical activity.

  16. Small town, big campaigns: the rise and growth of an international advertising industry in Amsterdam

    NARCIS (Netherlands)

    R.W. Roling

    2010-01-01

    This paper presents an historical analysis of international advertising by describing four waves of advertising from early twentieth-century Western capitalism. This analysis is necessary to understand the dynamics within the organizational structure of the global advertising industry, with a tenden

  17. Comparison of rates of referral and diagnosis of axial spondyloarthritis before and after an ankylosing spondylitis public awareness campaign.

    Science.gov (United States)

    Harrison, Andrew A; Badenhorst, Christoffel; Kirby, Sandra; White, Douglas; Athens, Josie; Stebbings, Simon

    2014-07-01

    The objective of this research is to measure the effect of a national ankylosing spondylitis (AS) public awareness campaign on numbers of referrals for suspected AS and numbers of cases diagnosed with axial spondyloarthritis (SpA). A television advertising campaign was conducted by Arthritis New Zealand in 2011 to raise public awareness of AS. A retrospective analysis was made of referrals received by the three rheumatology services 3 months before the campaign started and 3 months after the campaign ended. The age, gender, number of referrals for suspected AS and number of referrals resulting in a diagnosis of axial SpA were recorded. Independent analysis showed that the awareness campaign reached 82 % of the primary target audience. In the 3 months after the awareness campaign, there was a significant increase in referrals for suspected AS compared with the 3 months before the campaign (54 vs. 88, 63 %, p = 0.0056). Referrals for other conditions did not change. The number of referrals resulting in a diagnosis of axial SpA also increased (27 vs. 44, 63 %, p = 0.0576). The mean ages of the patients referred and of those diagnosed with axial SpA did not change. The male/female ratio was 1:1 among the referrals for suspected AS and 2:1 in referrals diagnosed with axial SpA, before and after the campaign. The Arthritis New Zealand AS public awareness campaign was associated with a significant increase in referrals to rheumatology services for suspected AS and an increase in the diagnosis of axial SpA in clinics.

  18. Los anuncios de juguetes en la campaña de Navidad Content analysis about toy’s advertisment during Christmas campaign

    Directory of Open Access Journals (Sweden)

    Marina Ferrer López

    2007-10-01

    Full Text Available En nuestros días, la publicidad se ha convertido en una herramienta de gran influencia en los gustos y preferencias de los niños. El presente estudio intenta analizar las características de los anuncios de juguetes en un periodo en el que se emiten masivamente como es la campaña de navidad. Los datos obtenidos revelan que la ambigüedad de la ley que regula este tipo de publicidad hace que se siga dando fuertes estereotipos femeninos y masculinos o discursos que permiten crear una imagen del producto mitificada e irreal. Nowadays, advertising is a tool with great influence on children’s tastes and preferences. This study tries to analyze the characteristics of advertisements of toys during the Christmas campaign, when there is a saturation of this type of advertisements. Our results show that the ambiguity of the law that regulates this type of publicity still allows strong male and female stereotypes, and a discourse that creates an unreal image of the product.

  19. 41 CFR 102-38.135 - What constitutes a public advertisement?

    Science.gov (United States)

    2010-07-01

    ... 41 Public Contracts and Property Management 3 2010-07-01 2010-07-01 false What constitutes a public advertisement? 102-38.135 Section 102-38.135 Public Contracts and Property Management Federal... OF PERSONAL PROPERTY Sales Process Advertising § 102-38.135 What constitutes a public...

  20. Weight loss diets advertised in non-scientific publications

    Directory of Open Access Journals (Sweden)

    Olga Maria Silverio Amancio

    Full Text Available Weight-loss diets advertised in mainstream non-scientific publications and targeting the adult female public were evaluated in relation to total energy value, macronutrients, calcium, iron, vitamins A and E, and cholesterol content, as well as the presence of information regarding the duration of diets, fluid intake, physical activity, and maintenance diets. Two publications were selected, considering periodicity, circulation, readership, and years in publication. The Virtual Nutri software was used to evaluate the nutrients of 112 diets. Micronutrient content was compared to the Dietary Reference Intakes. All diets were inadequate in at least one of the evaluated items. Less than 25.0% of the diets presented adequate macronutrient distribution. Calcium, iron, and vitamin E were also predominantly inadequate (85.7, 97.3, and 91.9%, respectively. Non-scientific publications should not be allowed to advertise weight-loss diets. In addition, their chemical composition is inadequate and they are not accompanied by important instructions for such therapy.

  1. Children and youth perceive smoking messages in an unbranded advertisement from a NIKE marketing campaign: a cluster randomised controlled trial

    Directory of Open Access Journals (Sweden)

    Daniel Mark

    2011-04-01

    Full Text Available Abstract Background How youth perceive marketing messages in sports is poorly understood. We evaluated whether youth perceive that the imagery of a specific sports marketing advertisement contained smoking-related messages. Methods Twenty grade 7 to 11 classes (397 students from two high schools in Montréal, Canada were recruited to participate in a cluster randomised single-blind controlled trial. Classes were randomly allocated to either a NIKE advertisement containing the phrase 'LIGHT IT UP' (n = 205 or to a neutral advertisement with smoking imagery reduced and the phrase replaced by 'GO FOR IT' (n = 192. The NIKE logo was removed from both advertisements. Students responded in class to a questionnaire asking open-ended questions about their perception of the messages in the ad. Reports relating to the appearance and text of the ad, and the product being promoted were evaluated. Results Relative to the neutral ad, more students reported that the phrase 'LIGHT IT UP' was smoking-related (37.6% vs. 0.5% and that other parts of the ad resembled smoking-related products (50.7% vs. 10.4%. The relative risk of students reporting that the NIKE ad promoted cigarettes was 4.41 (95% confidence interval: 2.64-7.36; P Conclusions The unbranded imagery of an advertisement in a specific campaign aimed at promoting NIKE hockey products appears to have contained smoking-related messages. This particular marketing campaign may have promoted smoking. This suggests that the regulation of marketing to youth may need to be more tightly controlled.

  2. Experimental pretesting of public health campaigns: a case study.

    Science.gov (United States)

    Whittingham, Jill; Ruiter, Robert A C; Zimbile, Filippo; Kok, Gerjo

    2008-01-01

    The aim of the present study is to demonstrate the merits of evaluating new public health campaign materials in the developmental phase using an experimental design. This is referred to as experimental pretesting. In practice, most new materials are tested only after they have been distributed using nonexperimental or quasiexperimental designs. In cases where materials are pretested prior to distribution, pretesting is usually done using qualitative research methods such as focus groups. Although these methods are useful, they cannot reliably predict the effectiveness of new campaign materials in a developmental phase. Therefore, we suggest when pretesting new materials, not only qualitative research methods but also experimental research methods must be used. The present study discusses an experimental pretest study of new campaign materials intended for distribution in a national sexually transmitted infection (STI) AIDS prevention campaign in the Netherlands. The campaign material tested was the storyline of a planned television commercial on safe sex. A storyboard that consisted of drawings and text was presented to members of the target population, namely, students between the ages of 14 and 16 enrolled in vocational schools. Results showed positive effects on targeted determinants of safe sexual behavior. The advantages, practical implications, and limitations of experimental pretesting are discussed.

  3. Critical Discourse Analysis and Public Discourses:Dating Advertisements

    Institute of Scientific and Technical Information of China (English)

    陈红光

    2009-01-01

    This paper presents a brief introduction of discourse analysis in terms of some important concepts, and illustrates it with an analysis of discursive aspects of marketization of public discourse, specifically in dating advertisements. Its body consists of two parts: a condensed theoretical account of critical discourse analysis(CDA)and analysis of samples of dating discourse in China and western countries.In the end, the paper points out that CDA is of great value in research work of all kinds, e.g. social scientific research.

  4. Children and youth perceive smoking messages in an unbranded advertisement from a NIKE marketing campaign: a cluster randomised controlled trial.

    Science.gov (United States)

    Auger, Nathalie; Daniel, Mark; Knäuper, Bärbel; Raynault, Marie-France; Pless, Barry

    2011-04-08

    How youth perceive marketing messages in sports is poorly understood. We evaluated whether youth perceive that the imagery of a specific sports marketing advertisement contained smoking-related messages. Twenty grade 7 to 11 classes (397 students) from two high schools in Montréal, Canada were recruited to participate in a cluster randomised single-blind controlled trial. Classes were randomly allocated to either a NIKE advertisement containing the phrase 'LIGHT IT UP' (n = 205) or to a neutral advertisement with smoking imagery reduced and the phrase replaced by 'GO FOR IT' (n = 192). The NIKE logo was removed from both advertisements. Students responded in class to a questionnaire asking open-ended questions about their perception of the messages in the ad. Reports relating to the appearance and text of the ad, and the product being promoted were evaluated. Relative to the neutral ad, more students reported that the phrase 'LIGHT IT UP' was smoking-related (37.6% vs. 0.5%) and that other parts of the ad resembled smoking-related products (50.7% vs. 10.4%). The relative risk of students reporting that the NIKE ad promoted cigarettes was 4.41 (95% confidence interval: 2.64-7.36; P NIKE hockey products appears to have contained smoking-related messages. This particular marketing campaign may have promoted smoking. This suggests that the regulation of marketing to youth may need to be more tightly controlled.

  5. 48 CFR 231.205-1 - Public relations and advertising costs.

    Science.gov (United States)

    2010-10-01

    ... 48 Federal Acquisition Regulations System 3 2010-10-01 2010-10-01 false Public relations and... PROCEDURES Contracts With Commercial Organizations 231.205-1 Public relations and advertising costs. (e) See... public relations and advertising costs also include monies paid to the Government associated with...

  6. Lessons for public health campaigns from analysing commercial food marketing success factors: a case study

    Directory of Open Access Journals (Sweden)

    Aschemann-Witzel Jessica

    2012-02-01

    Full Text Available Abstract Background Commercial food marketing has considerably shaped consumer food choice behaviour. Meanwhile, public health campaigns for healthier eating have had limited impact to date. Social marketing suggests that successful commercial food marketing campaigns can provide useful lessons for public sector activities. The aim of the present study was to empirically identify food marketing success factors that, using the social marketing approach, could help improve public health campaigns to promote healthy eating. Methods In this case-study analysis, 27 recent and successful commercial food and beverage marketing cases were purposively sampled from different European countries. The cases involved different consumer target groups, product categories, company sizes and marketing techniques. The analysis focused on cases of relatively healthy food types, and nutrition and health-related aspects in the communication related to the food. Visual as well as written material was gathered, complemented by semi-structured interviews with 12 food market trend experts and 19 representatives of food companies and advertising agencies. Success factors were identified by a group of experts who reached consensus through discussion structured by a card sorting method. Results Six clusters of success factors emerged from the analysis and were labelled as "data and knowledge", "emotions", "endorsement", "media", "community" and "why and how". Each cluster subsumes two or three success factors and is illustrated by examples. In total, 16 factors were identified. It is argued that the factors "nutritional evidence", "trend awareness", "vertical endorsement", "simple naturalness" and "common values" are of particular importance in the communication of health with regard to food. Conclusions The present study identified critical factors for the success of commercial food marketing campaigns related to the issue of nutrition and health, which are possibly

  7. Lessons for public health campaigns from analysing commercial food marketing success factors: a case study.

    Science.gov (United States)

    Aschemann-Witzel, Jessica; Perez-Cueto, Federico J A; Niedzwiedzka, Barbara; Verbeke, Wim; Bech-Larsen, Tino

    2012-02-21

    Commercial food marketing has considerably shaped consumer food choice behaviour. Meanwhile, public health campaigns for healthier eating have had limited impact to date. Social marketing suggests that successful commercial food marketing campaigns can provide useful lessons for public sector activities. The aim of the present study was to empirically identify food marketing success factors that, using the social marketing approach, could help improve public health campaigns to promote healthy eating. In this case-study analysis, 27 recent and successful commercial food and beverage marketing cases were purposively sampled from different European countries. The cases involved different consumer target groups, product categories, company sizes and marketing techniques. The analysis focused on cases of relatively healthy food types, and nutrition and health-related aspects in the communication related to the food. Visual as well as written material was gathered, complemented by semi-structured interviews with 12 food market trend experts and 19 representatives of food companies and advertising agencies. Success factors were identified by a group of experts who reached consensus through discussion structured by a card sorting method. Six clusters of success factors emerged from the analysis and were labelled as "data and knowledge", "emotions", "endorsement", "media", "community" and "why and how". Each cluster subsumes two or three success factors and is illustrated by examples. In total, 16 factors were identified. It is argued that the factors "nutritional evidence", "trend awareness", "vertical endorsement", "simple naturalness" and "common values" are of particular importance in the communication of health with regard to food. The present study identified critical factors for the success of commercial food marketing campaigns related to the issue of nutrition and health, which are possibly transferable to the public health sector. Whether or not a particular

  8. Lessons for public health campaigns from analysing commercial food marketing success factors: a case study

    Science.gov (United States)

    2012-01-01

    Background Commercial food marketing has considerably shaped consumer food choice behaviour. Meanwhile, public health campaigns for healthier eating have had limited impact to date. Social marketing suggests that successful commercial food marketing campaigns can provide useful lessons for public sector activities. The aim of the present study was to empirically identify food marketing success factors that, using the social marketing approach, could help improve public health campaigns to promote healthy eating. Methods In this case-study analysis, 27 recent and successful commercial food and beverage marketing cases were purposively sampled from different European countries. The cases involved different consumer target groups, product categories, company sizes and marketing techniques. The analysis focused on cases of relatively healthy food types, and nutrition and health-related aspects in the communication related to the food. Visual as well as written material was gathered, complemented by semi-structured interviews with 12 food market trend experts and 19 representatives of food companies and advertising agencies. Success factors were identified by a group of experts who reached consensus through discussion structured by a card sorting method. Results Six clusters of success factors emerged from the analysis and were labelled as "data and knowledge", "emotions", "endorsement", "media", "community" and "why and how". Each cluster subsumes two or three success factors and is illustrated by examples. In total, 16 factors were identified. It is argued that the factors "nutritional evidence", "trend awareness", "vertical endorsement", "simple naturalness" and "common values" are of particular importance in the communication of health with regard to food. Conclusions The present study identified critical factors for the success of commercial food marketing campaigns related to the issue of nutrition and health, which are possibly transferable to the public health

  9. Negative versus Positive Television Advertising in U.S. Presidential Campaigns, 1960-1988.

    Science.gov (United States)

    Kaid, Lynda Lee; Johnston, Anne

    1991-01-01

    Analyzes 830 television spots from 8 presidential campaigns. Shows that the "negativism" charged to the 1988 campaign is actually at the same level as the two previous campaigns. Finds that what tends to differentiate negative from positive ads is not party or incumbency but a more frequent appeal to voters' fears. (PRA)

  10. Third-Person Effects on Publication of a Holocaust-Denial Advertisement.

    Science.gov (United States)

    Price, Vincent; Tewksbury, David; Huang, Li-Ning

    1998-01-01

    Investigates college students' judgments about a controversial Holocaust-denial advertisement and its suitability for publication in their college newspaper. Finds that those with interests at stake perceived the advertisement as especially likely to influence others, and that third-person effects and publication decisions were a function of…

  11. Third-Person Effects on Publication of a Holocaust-Denial Advertisement.

    Science.gov (United States)

    Price, Vincent; Tewksbury, David; Huang, Li-Ning

    1998-01-01

    Investigates college students' judgments about a controversial Holocaust-denial advertisement and its suitability for publication in their college newspaper. Finds that those with interests at stake perceived the advertisement as especially likely to influence others, and that third-person effects and publication decisions were a function of…

  12. Taxation of Advertising Income of Exempt Organizations' Publications

    Science.gov (United States)

    Spevack, Robert M.

    1975-01-01

    Accounting principles and tax considerations of advertising income are explained in terms of the Tax Reform Act of 1969. The discussion includes aspects of determining expenses, deductions, charge rates, definitions of advertising, subscription income, and nonprofit mailing privileges. (LBH)

  13. A Critical Analysis of Social Responsibility Practices in Alcohol Advertising Campaigns

    Directory of Open Access Journals (Sweden)

    Sue-Ann Best

    2015-09-01

    Full Text Available Culture plays a role in creating young alcoholics and has been at the center of debates about the impact of alcohol advertising on patterns of consumption. This research addressed the impact of alcohol advertising on local culture and its social implications in a developing economy. Stakeholders, including young people and marketing representatives from an alcohol producer in Country X, were examined to determine their perspectives of the use of alcohol advertising strategies. The findings were consistent with previous academic research and expectancy theory that indicate alcohol advertising can influence the normative behavior of young persons and their attitudes toward the use of alcohol. That is, alcohol producers can only claim to be socially responsible if their marketing strategies considers the concerns of the wider community. The Country X alcohol producer in this study, this claim requires organizational change to make the company more closely aligned to industry best practices.

  14. Effectively selling astronomy to the public -- fusing lessons learned from education, entertainment, advertising and public relations

    Science.gov (United States)

    Pallone, Arthur; Day, Jacque

    2010-03-01

    A great celestial story is only as effective as the teller of the tale. With passion and knowledge at the helm, we must search for ways to pass on enthusiasm to others while conveying sound science. Based on our experiences, we present an integrated approach -- one that borrows elements from education, entertainment, advertising, and public relations -- to choose an event, hook and keep the public's attention while making them want more, and provide some tips for increasing media presence.

  15. Oxytocin increases the influence of public service advertisements.

    Science.gov (United States)

    Lin, Pei-Ying; Grewal, Naomi Sparks; Morin, Christophe; Johnson, Walter D; Zak, Paul J

    2013-01-01

    This paper presents a neurophysiologic model of effective public service advertisements (PSAs) and reports two experiments that test the model. In Experiment 1, we show that after watching 16 PSAs participants who received oxytocin, compared to those given a placebo, donated to 57% more causes, donated 56% more money, and reported 17% greater concern for those in the ads. In Experiment 2, we measured adrenocorticotropin hormone (ACTH) and oxytocin levels in blood before and after participants watched a PSA. As predicted by the model, donations occurred when participants had increases in both ACTH and oxytocin. Our results indicate that PSAs with social content that cause OT release will be more effective than those that do not. Our results also explain why some individuals do not respond to PSAs.

  16. Oxytocin increases the influence of public service advertisements.

    Directory of Open Access Journals (Sweden)

    Pei-Ying Lin

    Full Text Available This paper presents a neurophysiologic model of effective public service advertisements (PSAs and reports two experiments that test the model. In Experiment 1, we show that after watching 16 PSAs participants who received oxytocin, compared to those given a placebo, donated to 57% more causes, donated 56% more money, and reported 17% greater concern for those in the ads. In Experiment 2, we measured adrenocorticotropin hormone (ACTH and oxytocin levels in blood before and after participants watched a PSA. As predicted by the model, donations occurred when participants had increases in both ACTH and oxytocin. Our results indicate that PSAs with social content that cause OT release will be more effective than those that do not. Our results also explain why some individuals do not respond to PSAs.

  17. Assessing the impact of a Christmas advertisement campaign on Catalan wine preference using Choice Experiments.

    Science.gov (United States)

    Kallas, Zein; Escobar, Cristina; Gil, José Maria

    2012-02-01

    Our paper seeks to assess the impact of information and advertisement on consumers' preference for wines in special occasions (Christmas) in Catalonia (Spain). We apply the Choice Experiments method to study the relative importance of attributes that describe consumers' decision to purchase wine by using the Heteroskedastic Extreme Value (HEV) model. Data were obtained from two questionnaires applied to a pre and post spot samples formed by 299 and 400 individuals, respectively. Results suggest that the proposed spot does not affect the ranking of the preferred attributes, nevertheless this preference is heterogeneous. After advertising preferences scores have revealed significant differences. The relative importance of the "Catalan" wine has increased compared to the "Spanish" wine. The most preferred product is a Catalan wine made from the "Cabernet Sauvignon" variety. Wines that have been previously tasted by the consumer seem to be preferred over recommended or prestigious wines. However, advertising increases the relative importance of prestigious wines. Copyright © 2011 Elsevier Ltd. All rights reserved.

  18. Public Health Campaigns to Change Industry Practices that Damage Health: An Analysis of 12 Case Studies

    Science.gov (United States)

    Freudenberg, Nicholas; Picard Bradley, Sarah; Serrano, Monica

    2009-01-01

    Industry practices such as advertising, production of unsafe products, and efforts to defeat health legislation play a major role in current patterns of U.S. ill health. Changing these practices may be a promising strategy to promote health. The authors analyze 12 campaigns designed to modify the health-related practices of U.S. corporations in…

  19. Social Marketing in Malaysia: Cognitive, Affective, and Normative Mediators of the TAK NAK Antismoking Advertising Campaign.

    Science.gov (United States)

    Lee, Wonkyong Beth; Fong, Geoffrey T; Dewhirst, Timothy; Kennedy, Ryan D; Yong, Hua-Hie; Borland, Ron; Awang, Rahmat; Omar, Maizurah

    2015-01-01

    Antismoking mass media campaigns are known to be effective as part of comprehensive tobacco control programs in high-income countries, but such campaigns are relatively new in low- and middle-income countries and there is a need for strong evaluation studies from these regions. This study examines Malaysia's first national antismoking campaign, TAK NAK. The data are from the International Tobacco Control Malaysia Survey, which is an ongoing cohort survey of a nationally representative sample of adult smokers (18 years and older; N = 2,006). The outcome variable was quit intentions of adult smokers, and the authors assessed the extent to which quit intentions may have been strengthened by exposure to the antismoking campaign. The authors also tested whether the impact of the campaign on quit intentions was related to cognitive mechanisms (increasing thoughts about the harm of smoking), affective mechanisms (increasing fear from the campaign), and perceived social norms (increasing perceived social disapproval about smoking). Mediational regression analyses revealed that thoughts about the harm of smoking, fear arousal, and social norms against smoking mediated the relation between TAK NAK impact and quit intentions. Effective campaigns should prompt smokers to engage in both cognitive and affective processes and encourage consideration of social norms about smoking in their society.

  20. Lessons learned from public health mass media campaigns: marketing health in a crowded media world.

    Science.gov (United States)

    Randolph, Whitney; Viswanath, K

    2004-01-01

    Every year, new public health mass media campaigns are launched attempting to change health behavior and improve health outcomes. These campaigns enter a crowded media environment filled with messages from competing sources. Public health practitioners have to capture not only the attention of the public amid such competition, but also motivate them to change health behaviors that are often entrenched or to initiate habits that may be new or difficult. In what ways are public health mass media campaigns now attempting to succeed in a world crowded with media messages from a myriad of sources? What are the conditions that are necessary for a media campaign to successfully alter health behaviors and alter outcomes in the long term? To what extent can the successes and failures of previous campaigns be useful in teaching important lessons to those planning campaigns in the future? In this chapter we attempt to answer these questions, drawing from recent literature on public health mass media campaigns.

  1. 48 CFR 1631.205-70 - FEHBP public relations and advertising costs.

    Science.gov (United States)

    2010-10-01

    ... 48 Federal Acquisition Regulations System 6 2010-10-01 2010-10-01 true FEHBP public relations and advertising costs. 1631.205-70 Section 1631.205-70 Federal Acquisition Regulations System OFFICE OF PERSONNEL... relations and advertising costs. (a) The cost of media messages that are directed at advising current FEHBP...

  2. 负面竞选广告研究综述%A Review of Researches on Negative Campaign Advertising

    Institute of Scientific and Technical Information of China (English)

    黄合水; 莫莉

    2012-01-01

    本文梳理归纳了负面竞选广告相关研究的切入角度和结论,总结存在的分歧,指明未来研究的方向。综述发现,负面竞选广告研究大都基于西方文化背景和传统媒体,广告的使用受到候选人在任与否、民意支持度、所属政党、竞选阶段和文化的影响;广告发挥了候选人所预期的效果,但也可能产生反弹效果。此外,负面竞选广告对政治参与是促进还是抑制作用,已有研究结果尚存分歧。%This study tries to fill the blank and provide foundation on Taiwan political election and ecology, summarizing divergences and making suggestion for future research. Results show that prior studies were mostly based on traditional media in western culture. The use of negative advertising is influenced by whether a candidate is incumbent, candidate's supports reflected by polls, the party candidate belongs to, stages of campaign and culture. Negative advertising may work as the candidate expects, and may evoke rebound effects as well. Researchers do not reach an agreement on whether negative advertising mobilize or demobilize voters.

  3. Developing effective campaign messages to prevent neural tube defects: a qualitative assessment of women's reactions to advertising concepts.

    Science.gov (United States)

    Massi Lindsey, Lisa L; Silk, Kami J; Von Friederichs-Fitzwater, Marlene M; Hamner, Heather C; Prue, Christine E; Boster, Franklin J

    2009-03-01

    The incidence of neural tube defects (NTDs), serious birth defects of the brain and spine that affect approximately 3,000 pregnancies in the United States each year, can be reduced by 50-70% with daily periconceptional consumption of the B vitamin folic acid. Two studies were designed to assess college women's reactions to and perceptions of potential campaign advertising concepts derived from preproduction formative research to increase folic acid consumption through the use of a daily multivitamin. Study one assessed draft advertising concepts in eight focus groups (N = 71) composed of college-enrolled women in four cities geographically dispersed across the United States. Based on study one results, the concepts were revised and reassessed in study two with a different sample (eight focus groups; N = 73) of college women in the same four cities. Results indicated that participants generally responded favorably to concepts in each of the two studies, and provided insight into individual concepts to increase their overall appeal and effectiveness. The specific findings and implications of these results are discussed.

  4. Changing consumer attitudes to energy efficiency: Midterm results from an advertising campaign

    Energy Technology Data Exchange (ETDEWEB)

    Peters, J.S.; Seiden, K.; Baggett, S.; Morander, L.

    1998-07-01

    As utilities move away from rebates and incentives, many choose to use educational campaigns as a means to continue energy efficiency acquisition efforts. Measuring these effects is difficult and has long been considered nearly impossible by many in the evaluation community. Given the difficulty of observing behavior changes associated with education campaigns, this project sought to measure the likelihood that consumers exposed to a campaign will take the action. A model of behavior change, the theory of planned behavior developed by Icek Ajzen demonstrates that such is possible. This paper reports on the results of a longitudinal panel study of an energy efficiency mass-market educational campaign, using the Ajzen model with results from a five-wave survey of 1,200 targeted consumers and a control group of 1,200. The first wave collected pre-campaign data in Spring 1997. The authors compare these baseline data with data collected from the second and third survey waves, which were performed in Fall 1997 and Spring 1998, respectively.

  5. Model-based development and testing of advertising messages: A comparative study of two campaign proposals based on the MECCAS model and a conventional approach

    DEFF Research Database (Denmark)

    Bech-Larsen, Tino

    1. Traditionally the development of advertising messages has been based on "creative independence", sometimes catalysed by inductively generated empirical data. Due to the recent intensified focus on advertising effectiveness, this state of affair is now beginning to change. 2. Implementing...... theoretically valid and comprehensible guidelines for message development potentially enhances the effects of advertising messages and improves the possibility of measuring such effects. Moreover, such guidelines also have potential implications for the managerial communication processes (client......-agency and intra-agency) involved in the development of advertising messages. 3. The purpose of the study described in this paper is to compare the development and effects of two campaign proposals, with the common aim of increasing the consumption of apples among young Danes (18 to 35 years of age). One...

  6. Monitoring speed before and during a speed publicity campaign.

    NARCIS (Netherlands)

    Schagen, I.N.L.G. van Commandeur, J.J.F. Goldenbeld, C. & Stipdonk, H.

    2016-01-01

    Driving speeds were monitored during a period of 16 weeks encompassing different stages of an anti-speeding campaign in the Netherlands. This campaign targeted speed limit violations in built-up areas. The observation periods differed in terms of intensity and media used for the campaign. Small road

  7. Recruiting for research studies using online public advertisements: examples from research in affective disorders.

    Science.gov (United States)

    Wise, Toby; Arnone, Danilo; Marwood, Lindsey; Zahn, Roland; Lythe, Karen E; Young, Allan H

    2016-01-01

    Successful recruitment is vital for any research study. Difficulties in recruitment are not uncommon and can have important implications. This is particularly relevant to research conducted in affective disorders due to the nature of the conditions and the clinical services that serve these patients. Recently, online public advertisements have become more generally accessible and may provide an effective way to recruit patient populations. However, there is paucity of evidence on their viability as a method of recruiting patients into studies of disease mechanisms in these disorders. Public advertisement methods can be useful when researchers require specific populations, such as those not receiving pharmacological treatment. This work describes our experience in successfully recruiting participants into neuroimaging research studies in affective disorders using online public advertisements. Results suggest that these online public advertisements are an effective method for successfully recruiting participants with affective disorders into research studies, particularly for research focusing on disease mechanisms in specific populations.

  8. Should You Know How to Do Marketing, Advertising, & Public Relations Writing?

    Science.gov (United States)

    Sides, Charles H.

    1992-01-01

    Argues that technical writers who develop broader writing skills prove to be more valuable to their employers during periods of economic downturn. Offers an overview of the basic skills needed to write marketing, advertising, and public relations documents. (PRA)

  9. 48 CFR 31.205-1 - Public relations and advertising costs.

    Science.gov (United States)

    2010-10-01

    ... 48 Federal Acquisition Regulations System 1 2010-10-01 2010-10-01 false Public relations and... Organizations 31.205-1 Public relations and advertising costs. (a) Public relations means all functions and...; or (2) Maintaining or promoting reciprocal understanding and favorable relations with the public...

  10. Recruiting New Teachers: Campaign Response 1988-1992. Executive Summary.

    Science.gov (United States)

    Harris, Louis

    This study evaluated the impact of a public service advertising campaign conducted for Recruiting New Teachers, Inc (RNT). The study surveyed a national sample of 2,750 individuals who called the RNT toll-free number mentioned in public service advertising and returned information about their educational background and teaching interests. The…

  11. Effects of Persuasive Appeals in Public Service Advertising

    Science.gov (United States)

    Lynn, Jerry R.

    1974-01-01

    Concludes that of four message types perceived on the basis of persuasive appeal--emotional, logical, source-attribute, and fear--emotional appeal is the most effective and source-attribute the least effective method of advertising. (RB)

  12. Advertising cadavers in the republic of letters: anatomical publications in the early modern Netherlands.

    Science.gov (United States)

    Margócsy, Dániel

    2009-06-01

    This paper sketches how late seventeenth-century Dutch anatomists used printed publications to advertise their anatomical preparations, inventions and instructional technologies to an international clientele. It focuses on anatomists Frederik Ruysch (1638-1732) and Lodewijk de Bils (1624-69), inventors of two separate anatomical preparation methods for preserving cadavers and body parts in a lifelike state for decades or centuries. Ruysch's and de Bils's publications functioned as an 'advertisement' for their preparations. These printed volumes informed potential customers that anatomical preparations were aesthetically pleasing and scientifically important but did not divulge the trade secrets of the method of production. Thanks to this strategy of non-disclosure and advertisement, de Bils and Ruysch could create a well-working monopoly market of anatomical preparations. The 'advertising' rhetorics of anatomical publications highlight the potential dangers of equating the growth of print culture with the development of an open system of knowledge exchange.

  13. Socioeconomic variation in recall and perceived effectiveness of campaign advertisements to promote smoking cessation.

    Science.gov (United States)

    Niederdeppe, Jeff; Farrelly, Matthew C; Nonnemaker, James; Davis, Kevin C; Wagner, Lauren

    2011-03-01

    There are large disparities in cigarette smoking rates by socioeconomic status (SES) in many countries. There is mixed evidence about the relative effectiveness of smoking cessation media campaigns in promoting quitting between lower and higher SES populations, and studies suggest that some types of ad content may have differential effects by SES. We analyzed data from five waves of the New York Media Tracking Survey Online (MTSO), a web survey involving over 7000 adult smokers conducted between 2007 and 2009, to assess SES variation in response to smoking cessation ads. Smokers with low levels of education and income less often recalled ads focused on how to quit, and perceived them as less effective, than ads using graphic imagery or personal testimonials to convey why to quit. Contrary to predictions offered by the Stages of Change Model, we found no evidence that variation in readiness to quit smoking explained patterns of response by education. Results offer guidance for theorists and campaign planners in developing campaigns that are likely to promote cessation among less educated populations.

  14. A Best Practices Service Learning Framework for the Public Relations Campaigns Course

    Science.gov (United States)

    Allison, Audrey Wilson

    2008-01-01

    Public relations curriculum often incorporates professional experience for progressive skill development. In the traditional public relations (PR) campaigns course, students typically research, develop, and implement a strategic campaign for a community organization as the client. Service learning is an effective pedagogical approach for the PR…

  15. Campañas de prevención del cáncer en el contexto de la Publicidad de Servicio Público: un análisis de los mensajes y de los recursos creativos.Campanhas de prevenção do cancro no contexto da Publicidade de Serviço Púbico: uma análise das mensagens e dos recursos criativos.Campaigns for cancer prevention in the context of Public Service Advertising: an analysis of messages and creative resources

    OpenAIRE

    2011-01-01

    The present study aims to understand the structure of preventive campaigns against cancer focusing on the arguments that are used and the way they are transmitted. The research work comprised a content analysis of 72 advertising films produced in various continents representing, in general, the different approaches used nowadays in this field. We can point out, as main conclusions, that the cancer prevention campaigns use a considerable percentage of positive approaches, do not use fear appea...

  16. What's the appeal? Testing public service advertisements to raise awareness about gynecologic cancer.

    Science.gov (United States)

    Cooper, Crystale Purvis; Gelb, Cynthia A; Chu, Jennifer

    2014-06-01

    In 2013, the Centers for Disease Control and Prevention's (CDC) Inside Knowledge: Get the Facts About Gynecologic Cancer campaign tested creative concepts for English- and Spanish-language video advertisements (for use on television and the Internet) with women aged 35-64 years. Sixteen English and nine Spanish focus groups were conducted in four U.S. cities. CDC used animatics (a series of photographs edited together with a sound track) to simulate produced advertisements, without having to incur the high cost of filming and production. Advertisement concepts consistently resonating with participants featured cancer survivors, were straightforward, included information about cancer symptoms, displayed Inside Knowledge educational materials, and featured diverse women. In the general population focus groups, a primacy testing order effect was observed in which the concept tested first tended to be the most favorably received. Varying the order in which concepts were tested and considering testing order when interpreting results was critical.

  17. Advertising and Public Relations in Transition from Communism: The Case of Hungary, 1989-1994.

    Science.gov (United States)

    Hiebert, Ray E.

    1994-01-01

    Discusses the gradual rise of free print media, Western-style advertising and marketing, and limited public relations in Hungary in its first four years of democracy (1990-94). Notes how Hungary's first democratically elected government failed to understand the public relations implications of a free press, made one public relations mistake after…

  18. Advertising and Public Relations in Transition from Communism: The Case of Hungary, 1989-1994.

    Science.gov (United States)

    Hiebert, Ray E.

    1994-01-01

    Discusses the gradual rise of free print media, Western-style advertising and marketing, and limited public relations in Hungary in its first four years of democracy (1990-94). Notes how Hungary's first democratically elected government failed to understand the public relations implications of a free press, made one public relations mistake after…

  19. 75 FR 67666 - Use of Various Winemaking Terms on Wine Labels and in Advertisements; Request for Public Comment

    Science.gov (United States)

    2010-11-03

    ... Wine Labels and in Advertisements; Request for Public Comment AGENCY: Alcohol and Tobacco Tax and Trade... various winemaking terms commonly used on labels and in advertisements to provide consumers with... Regulations, the Use of Various Winemaking Terms on Labels and in Advertisements, and Request for Comments...

  20. THE ADVERTISING-VALUE-EQUIVALENT (AVE METHOD IN QUANTIFYING ECONOMIC VALUES OF PUBLIC RELATIONS ACTIVITIES: EXPERIENCE OF A PUBLIC-LISTED COMPANY IN MALAYSIA

    Directory of Open Access Journals (Sweden)

    Musa Abu Hassan

    2006-01-01

    Full Text Available Why should public relations (PR not be evaluated for its economic value? Despite the point of its social or intangible values, the argument goes on and on in most management meetings where PR practitioners always face the challenges of justifying their worth – often in monetary terms. In an open dialogue with Grunig during his visit to Malaysia in 2004, this renowned PR guru also expressed the difficulty of quantifying the actual PR worth. It is best to qualify PR values by assessing its priceless relationships with the company’s stakeholders. However, in our routine business life, especially at the middle management level, the above question seems unavoidable. In enhancing excellence for PR and communication management, Ehling (1992 placed the logic underlying the economic values of PR on the relationship between benefits and costs associated with the implementation of a PR programme. The above question and problem serve as the main objective of this article. In exploring the solutions for the quantification of PR values in Malaysia, economic education is taken as a remedy for the absence of knowledge and skills in making intelligent decisions in the marketplace (Baskin et al., 1997; Lattimor et al., 2004. In this research context, the researchers (a combination of a practitioner and an academician respectively confined the scope to the experience of a selected public-listed company for its PR campaign implemented in 2004. Quantification was attempted by evaluating the assessment in print media exposures. All earned media coverage for that particular PR campaign was measured for the media type, space, position, and the corresponding advertising rate. Monetary value was assigned to every single piece of PR news in the way disbursements are made to paid media for advertising activities. The explication of this advertising-value-equivalent (AVE method in quantifying economic values for PR news with regard to the selected campaign was made

  1. Advertising Agencies

    DEFF Research Database (Denmark)

    Moeran, Brian

    2015-01-01

    for their clients, the advertisers, who are in search of customers for their goods and services. Agencies thus mediate between three different but interlocking social groups: industry, media, and consumers. The history of advertising is largely the history of the advertising agencies that have served the needs......Advertising agencies are the most significant organizations in the development of advertising and marketing worldwide. An advertising agency is an independent service company, composed of business, marketing and creative people, who develop, prepare, and place advertising in advertising media...... of these three groups. They link industry and media by creating new forms for messages about products and services; industry and consumers by developing comprehensive communications campaigns and providing information thereon; and media and consumers by conducting audience research to enable market segmentation...

  2. Model-based development and testing of advertising messages: A comparative study of two campaign proposals based on the MECCAS model and a conventional approach

    DEFF Research Database (Denmark)

    Bech-Larsen, Tino

    2001-01-01

    Traditionally, the development of advertising messages has been based on "creative independence", sometimes catalysed by inductively generated empirical data. Due to the recent intensified focus on advertising effectiveness, this state of affairs is beginning to change. The purpose of the study....... The comparison involved the efficiency of the managerial communication taking place in the message development process as well as target group communication effects. The managerial communication was studied by interviews with the involved advertising agency (Midtmarketing, Ikast, Denmark) and client staff...... described in this article is to compare the development and effects of two campaign proposals, with the sommon aim of increasing the consumption of apples among young Danes (18 to 35 years of age). One of the proposals is the result of an inductive-creative process, while the other is base on the MECCAS...

  3. PUBLIC SERVICE ADVERTISING: AN ANALYSIS ON TEXT AND SEMIOTICS

    Directory of Open Access Journals (Sweden)

    Ni Wayan Sukarini

    2015-07-01

    Full Text Available This study concerns with text and semiotics analysis on the use of language in public service advertising (PSA. PSA in this study is the text which is especially on health. There are three problems that are analysed in this research, namely: (1 grammatical structure and the lexical of the text; (2 the relationship of trichotomies (representamen, object, and interpretant with the three components of sign in nonverbal aspect; and (3 ideologies and messages conveyed in the verbal and nonverbal signs. Three methods applied in this research respectively including descriptive, qualitative, and interpretative. The type of data was the written one which was taken from printed media in the forms of poster and brochure. The data was collected through five procedures, they are clipping, numbering, coding, picturing, and documenting. As a scientific writing, a number of theories must be applied for the analysis. The relevant theories are semantics, semiotics, speech act, hermeneutics, language function, and text structure. These six theories were applied eclecticly in analysing the grammatical structure, lexicals, signs, and the structure of texts in order to elaborate the meaning, ideology, and message which were being conveyed through the texts of PSA. The result of the analysis showed that the grammatical structure applied in the PSA of health could be classified into the simple structure in the forms of phrase, clause, and sentence. The use of verbs dominated initially in order to express the imperative meaning but still had the purpose of being persuasive. Kinds of lexicals found were very close to disease, reproduction, and health either the general terms, for example victims, medicine or the specific ones like HIV/AIDS, Odha, perinatal, nifas, jampersal, sadari. From the nonverbal aspect, the relationship of trichotomy with the three of sign components are more realistics in the Object with its three sub components. Triadic relationship of three sub

  4. An Analysis of Televised Public Service Advertising. Drug Abuse Information Research Project.

    Science.gov (United States)

    Hanneman, Gerhard J.; And Others

    Government regulations state that broadcasters are obligated to allot program time to matters of public interest, but neither law nor precedent have determined their commitment to present messages on social problems. To determine the amount of public service advertising (PSA) that is broadcast, particularly anti-drug appeals, a content analysis…

  5. 48 CFR 2131.205-1 - Public relations and advertising costs.

    Science.gov (United States)

    2010-10-01

    ... 48 Federal Acquisition Regulations System 6 2010-10-01 2010-10-01 true Public relations and... REQUIREMENTS CONTRACT COST PRINCIPLES AND PROCEDURES Contracts With Commercial Organizations 2131.205-1 Public relations and advertising costs. The provisions of FAR 31.205-1 shall be modified to include the...

  6. Recruiting for research studies using online public advertisements examples from research in affective disorders

    Directory of Open Access Journals (Sweden)

    Wise T

    2016-02-01

    Full Text Available Toby Wise,1 Danilo Arnone,1 Lindsey Marwood,1 Roland Zahn,1–3 Karen E Lythe,2,3 Allan H Young1 1Centre for Affective Disorders, Department of Psychological Medicine, Institute of Psychiatry, King’s College London, London, 2Neuroscience and Aphasia Research Unit, School of Psychological Sciences, 3Manchester Academic Health Science Centre, University of Manchester, Manchester, UK Abstract: Successful recruitment is vital for any research study. Difficulties in recruitment are not uncommon and can have important implications. This is particularly relevant to research conducted in affective disorders due to the nature of the conditions and the clinical services that serve these patients. Recently, online public advertisements have become more generally accessible and may provide an effective way to recruit patient populations. However, there is paucity of evidence on their viability as a method of recruiting patients into studies of disease mechanisms in these disorders. Public advertisement methods can be useful when researchers require specific populations, such as those not receiving pharmacological treatment. This work describes our experience in successfully recruiting participants into neuroimaging research studies in affective disorders using online public advertisements. Results suggest that these online public advertisements are an effective method for successfully recruiting participants with affective disorders into research studies, particularly for research focusing on disease mechanisms in specific populations. Keywords: recruitment, affective disorders, advertising, depression, anxiety, bipolar

  7. [Drug advertising to the general public: conceptual parameters of a risk producer practice].

    Science.gov (United States)

    Nascimento, Alvaro César

    2010-11-01

    This article analyzes some concepts relating to marketing, advertising, medications, regulation and manipulation. It discusses ethical and health surveillance parameters of drugs advertising for the general public. The focus of this work is the analysis of contradictions from a conceptual point of view between the practice of pharmaceutical advertising as a tool for the increase of sales and the conquest of markets versus the policy of rational use of medicines. Academic studies and monitoring of drugs advertising conducted by the National Health Surveillance Agency show that the contents of the advertising pieces oriented towards the general public overestimate the - sometimes dubious - qualities of their medication, focusing almost exclusively on the benefits and put them in a central position in the therapeutic process. They also fail to mention the risks inherent in their use. Rather than focusing on regulatory proposals aimed at creating constraints to this practice, this article discusses the impossibility, considering the interests of public health, of the coexistence of marketing with the policies for the correct, rational and safe use of drugs.

  8. Functional brain imaging predicts public health campaign success.

    Science.gov (United States)

    Falk, Emily B; O'Donnell, Matthew Brook; Tompson, Steven; Gonzalez, Richard; Dal Cin, Sonya; Strecher, Victor; Cummings, Kenneth Michael; An, Lawrence

    2016-02-01

    Mass media can powerfully affect health decision-making. Pre-testing through focus groups or surveys is a standard, though inconsistent, predictor of effectiveness. Converging evidence demonstrates that activity within brain systems associated with self-related processing can predict individual behavior in response to health messages. Preliminary evidence also suggests that neural activity in small groups can forecast population-level campaign outcomes. Less is known about the psychological processes that link neural activity and population-level outcomes, or how these predictions are affected by message content. We exposed 50 smokers to antismoking messages and used their aggregated neural activity within a 'self-localizer' defined region of medial prefrontal cortex to predict the success of the same campaign messages at the population level (n = 400,000 emails). Results demonstrate that: (i) independently localized neural activity during health message exposure complements existing self-report data in predicting population-level campaign responses (model combined R(2) up to 0.65) and (ii) this relationship depends on message content-self-related neural processing predicts outcomes in response to strong negative arguments against smoking and not in response to compositionally similar neutral images. These data advance understanding of the psychological link between brain and large-scale behavior and may aid the construction of more effective media health campaigns.

  9. "War on Waste": A Public-Education Campaign.

    Science.gov (United States)

    Larson, Mark A.; Massetti-Miller, Karen L.

    As part of a statewide campaign to increase both awareness of the problem of littering and illegal dumping, and participation in recycling activities, Humboldt County, California, began a recycling and antilittering education project in 1981. Pre- and postcampaign survey data suggest that the 9-month program, relying largely on television and…

  10. Monitoring speed before and during a speed publicity campaign.

    Science.gov (United States)

    van Schagen, Ingrid; Commandeur, Jacques J F; Goldenbeld, Charles; Stipdonk, Henk

    2016-12-01

    Driving speeds were monitored during a period of 16 weeks encompassing different stages of an anti-speeding campaign in the Netherlands. This campaign targeted speed limit violations in built-up areas. The observation periods differed in terms of intensity and media used for the campaign. Small road-side radars, mounted in light poles, were used and registered the speeds on 20 locations in built-up areas. Speeds of over 10 million vehicles were measured. Ten locations had a posted speed limit of 50km/h; the other ten had a posted speed limit of 30km/h. Posters were placed at half of each group of locations to remind drivers of the speed limit. The average speed on the 50km/h roads was 46.2km/h, and 36.1km/h on the 30km/h roads. The average proportions of vehicles exceeding the speed limit were 33.3% and 70.1% respectively. For the 30km/h roads, the data shows differences in speed and speeding behaviour between the six distinguished observation periods, but overall these differences cannot be logically linked to the contents of the phases and, hence, cannot be explained as an effect of the campaign. The only exception was an effect of local speed limit reminders on the 30km/h roads. This effect, however, was temporary and had disappeared within a week.

  11. A total ban on alcohol advertising: presenting the public health case.

    Science.gov (United States)

    Parry, Charles; Burnhams, Nadine Harker; London, Leslie

    2012-05-28

    Evidence from burden of disease and economic costing studies amply indicate that the public health burden from hazardous and harmful use of alcohol in South Africa warrants drastic action. Evidence that banning alcohol advertising is likely to be an effective intervention is reflected in WHO strategy documents on non-communicable diseases and harmful use of alcohol. Studies on young people furthermore support arguments refuting the claim that advertising only influences brand choice. Given the weakness of relying on industry self-regulation, the government is considering legislation to ban alcohol advertising, resulting in heated debate. Tobacco control and studies investigating the effect of alcohol advertising bans on consumption and alcohol-related deaths point to the effectiveness of such action - ideally supplemented by other policy interventions. Arguments against an advertising ban include possible communication sector job losses, but these are likely to have been exaggerated. Banning alcohol advertising will necessitate greater scrutiny of digital media, satellite television and merchandising to reduce the likelihood of subverting the ban.

  12. Supported by science?: what canadian naturopaths advertise to the public.

    Science.gov (United States)

    Caulfield, Timothy; Rachul, Christen

    2011-09-15

    The increasing popularity of complementary and alternative medicines in Canada has led to regulatory reforms in Ontario and British Columbia. Yet the evidence for efficacy of these therapies is still a source of debate. Those who are supportive of naturopathic medicine often support the field by claiming that the naturopathic treatments are supported by science and scientific research. To compare provinces that are regulated and unregulated, we examined the websites of 53 naturopathic clinics in Alberta and British Columbia to gain a sense of the degree to which the services advertised by naturopaths are science based. There were very few differences between the provinces in terms of the types of services offered and conditions treated. Many of the most common treatments--such as homeopathy, chelation and colon cleanses--are viewed by the scientific community to be of questionable value and have no scientific evidence of efficacy beyond placebo. A review of the therapies advertised on the websites of clinics offering naturopathic treatments does not support the proposition that naturopathic medicine is a science and evidence-based practice.

  13. Supported by science?: what canadian naturopaths advertise to the public

    Directory of Open Access Journals (Sweden)

    Caulfield Timothy

    2011-09-01

    Full Text Available Abstract Background The increasing popularity of complementary and alternative medicines in Canada has led to regulatory reforms in Ontario and British Columbia. Yet the evidence for efficacy of these therapies is still a source of debate. Those who are supportive of naturopathic medicine often support the field by claiming that the naturopathic treatments are supported by science and scientific research. Methods To compare provinces that are regulated and unregulated, we examined the websites of 53 naturopathic clinics in Alberta and British Columbia to gain a sense of the degree to which the services advertised by naturopaths are science based. Results There were very few differences between the provinces in terms of the types of services offered and conditions treated. Many of the most common treatments--such as homeopathy, chelation and colon cleanses--are viewed by the scientific community to be of questionable value and have no scientific evidence of efficacy beyond placebo. Conclusions A review of the therapies advertised on the websites of clinics offering naturopathic treatments does not support the proposition that naturopathic medicine is a science and evidence-based practice.

  14. Short, sharp shock public health campaign had limited impact on raising awareness of laryngeal cancer.

    Science.gov (United States)

    Sethi, Neeraj; Rafferty, Amy; Rawnsley, Trisha; Jose, Jemy

    2016-09-01

    Laryngeal cancer has poorer outcomes if diagnosed at a later stage. Improving awareness could encourage earlier presentation and improve outcomes. This study aimed to evaluate a public engagement campaign targeted at raising awareness of laryngeal cancer. An epidemiological study identified high-risk populations in the region. A target population as well as a matched control population was selected. A cancer awareness survey combined with focus groups guided the design of a 3-month multimedia campaign. The survey was repeated post-campaign to evaluate the campaign effectiveness. The study identified populations with the highest rates of laryngeal cancer and late stage disease at presentation. The surveys performed revealed a limited effect of the multimedia campaign in raising awareness of the signs and symptoms of laryngeal cancer. Recall of the campaign also faded rapidly. This is the first public awareness campaign aimed at laryngeal cancer carried out in the UK. The results suggest that short-term campaigns have a limited effect and a more prolonged approach should be considered.

  15. Contextual Influences and Campaign Awareness Among Young Adults: Evidence from the National truth® Campaign.

    Science.gov (United States)

    Vallone, Donna M; Ilakkuvan, Vinu; Xiao, Haijun; Cantrell, Jennifer; Rath, Jessica; Hair, Elizabeth

    2015-01-01

    Mass media campaigns have been found to shape the public's knowledge, attitudes, beliefs, and behavior around tobacco. This study examines the influence of contextual factors with respect to awareness of the national truth® campaign, a mass media, branded tobacco use prevention campaign, among a sample of young adults (n = 2,804) aged 24-34 years old; these respondents were within the age range for both the primary and secondary targets of the campaign during the period (2000-2007) when the campaign was airing television advertising at consistently high levels. Mulitvariable models reveal lower educational attainment and Hispanic ethnicity as significant contextual factors predictive of lower campaign awareness, controlling for media use. In contrast, gender, state tobacco control policy, sensation-seeking, current smoking status, and community-level SES variables were not significantly associated with campaign awareness. Further research is needed to identify the mechanisms through which public education campaigns operate, particularly among disadvantaged communities.

  16. Phraseological units in the language of public service advertising: occasional configuration of the first type

    Directory of Open Access Journals (Sweden)

    Soboleva Nina Pavlovna

    2015-06-01

    Full Text Available The paper covers the implementation of phraseological units in the language of public service advertising, as well as theoretical and practical aspects of phraseological units and their contextual use. The research is aimed at the analysis, classification of the cases of implementation and identification of the main structural and semantic classes of phraseological units used in public service advertising slogans in the Russian, English and German languages. The choice of practical material is stipulated by a growing role of public service advertising and interest in this issue. As a result of our research we analysed three thousand slogans in three languages taken from posters and websites. The author dwells on occasional configuration of the first type, introduced by A.V. Kunin, and considers the following stylistic modifications: dual actualisation, substitution, ellipsis, extension, permutation and other. A relevant classification is introduced which covers the stylistic modifications implemented in public service advertising slogans in three languages. The most frequently used stylistic modifications are identified. The most commonly used structure types of phraseological units are revealed in the article. No matter what kind of modification is explored the reasons of transformation can be the following: the structure of PU, the inner form and pragmatics.

  17. Advertising or public relations – which is the organizations choice in the current period?

    Directory of Open Access Journals (Sweden)

    Simona Duhalm

    2009-12-01

    Full Text Available In the current period, when the issue of efficient use of financial resources is a central, organizations seeking the best ways to both promote their self-image, and products or services they produce and sell. Between the promotional techniques by the mass communication in which organizations can appeal, the makers have to choose between advertising and public relations activities.

  18. Tracing public values change: a historical study of civil service job advertisements

    NARCIS (Netherlands)

    Rutgers, M.R.; Beck Jørgensen, T.

    2014-01-01

    Long term changes in public values are not easily detected. One important reason is the limited availability of reliable empirical data. Job advertisements allow us to go back in history for some decades and job ads may present us with the values that are supposed to guide civil servant behavior. Th

  19. Preparing Public Relations and Advertising Students for the 21st Century: A Case Study.

    Science.gov (United States)

    Carroll, Robert A.

    In 1993, the Task Force on Integrated Communications reported that public relations and advertising students would better be prepared to enter a changing communications industry through an "integrated" curriculum. This paper is a case study of how one university has attempted to meet that challenge. The work has resulted in the development of an…

  20. Commercial Speech and Captive Minds: Regulating Advertising in Public High Schools.

    Science.gov (United States)

    Mueller, Barbara; Wulfemeyer, K. Tim

    The youth market is a lucrative one, influencing the spending of over $125 billion annually. Increasingly, advertisers are turning to new in-school vehicles, including "wall media" (such as wallboards), tie-in programs, product sample packages and sponsored television programming, to reach students in public high schools. School systems,…

  1. Seeking Election: Evaluating a Campaign for Public School Board Trusteeship

    Science.gov (United States)

    Mueller, Robin

    2011-01-01

    Canadian public school board trustees are generally chosen by way of public ballot in civic elections. A comparison of board governance literature to a local narrative account of public school board elections exposes several gaps between espoused democratic ideals and the realities of public engagement in trustee selection. I investigate the…

  2. The Relationship Between Advertising-Induced Anger and Self-efficacy on Persuasive Outcomes: A Test of the Anger Activism Model Using the Truth Campaign.

    Science.gov (United States)

    Ilakkuvan, Vinu; Turner, Monique Mitchell; Cantrell, Jennifer; Hair, Elizabeth; Vallone, Donna

    Turner's Anger Activism Model (AAM) contends anger and efficacy interact in a unique way to determine message responses to campaign materials. This study tested the AAM using responses to 2 truth antismoking advertisements collected in August-October 2014 via an online, cross-sectional survey of 15- to 21-year-olds. Those aware of each of the truth advertisements (n = 319 for each) were organized into 4 anger/efficacy groups. Analysis of variance and regressions were conducted to understand group differences in message-related cognitions (persuasiveness, receptivity, conversation). Message cognitions were highest among the high anger/high efficacy group and lowest among the low anger/low efficacy group.

  3. Retorical figures in advertising language

    Directory of Open Access Journals (Sweden)

    Radenković-Šošić Bojana

    2012-01-01

    Full Text Available Promotional activities are very often based on advertising and diverse types of public relations. In order to attract consumers' attention and achieve communication goals set by the corporate strategy, advertisers frequently use rhetorical elements in advertising discourse. The advertisers try to convey a desired message and to communicate with the recipient of the message by using various rhetorical figures. It is argued that understanding the structure and function of rhetorical figures in advertising requires a "text- and reader-aware approach". The use of rhetorical figures in advertising has been overlooked in consumer research. This paper shows that the use of rhetorical elements in the advertising discourse is very frequent, but at the same time it is questioned if the function of the rhetorical figures is just a communication with the target market (which is a base of communication models and if the consequences of linguistic influences are much more serious. The complex nature of advertising language with various rhetorical figures (thropes and schemes do not just stimulate recipients to demonstrate a desirable behavior, but indirectly it constructs a concept of desirable lifestyle and it induces them to identify themselves with the explained model. Moreover, the analyzed corpus included advertising slogans of social responsible companies as well as advertising campaigns with elements of diverse ideologies. In the time of digitization and a rapid information flow, consumer's attention is less dedicated to the advertising messages. Therefore, it should be expected that in the future advertisers will have to adjust linguistic, audio and visual techniques to the unfocused message recipients.

  4. Factors contributing to the success of folic acid public health campaigns

    OpenAIRE

    Rofail, D; Colligs, A; Abetz, L; Lindemann, M.; Maguire, L

    2011-01-01

    Background Studies in the 1990s have found that periconceptional dietary folate, supplementation of folic acid or supplemental multivitamins containing folic acid, help prevent neural tube defect (NTDs) if taken at the right time. This literature review assesses the extant folic acid public health campaigns literature and identifies some common variables used in folic acid consumption campaign evaluations. Methods This review was part of a larger study that searched PUBMED, PsycINFO and Embas...

  5. Mass-media information campaigns about road safety. [previously known as: Public information about road safety.

    NARCIS (Netherlands)

    2009-01-01

    In the Netherlands, public information is often used as an instrument to improve road safety. The purpose of each public information campaign is a voluntary and lasting change in traffic behaviour. This requires road users to have sufficient knowledge about a problem and to adapt their behaviour. Go

  6. Mass-media information campaigns about road safety. [previously known as: Public information about road safety.

    NARCIS (Netherlands)

    2009-01-01

    In the Netherlands, public information is often used as an instrument to improve road safety. The purpose of each public information campaign is a voluntary and lasting change in traffic behaviour. This requires road users to have sufficient knowledge about a problem and to adapt their behaviour.

  7. Ethics in Strategic Communication Campaigns: The Case for a New Approach to Public Relations.

    Science.gov (United States)

    Botan, Carl

    1997-01-01

    Uses the example of public relations to describe important distinctions between monologic and dialogic campaigns. Explains why the dominant monological approach to public relations has long been recognized as "ethically paralyzed." Suggests an ethically more viable dialogic approach. Discusses reasons the business community has been slow to adopt…

  8. Task assignment No. 3. Solar audience test summary report. [Reactions of viewers to public service advertisements about solar energy

    Energy Technology Data Exchange (ETDEWEB)

    1980-12-03

    Audience response to a public service advertisement concerning solar energy was tested. The test was designed to answer four categories of questions: (1) what information on solar energy in general is conveyed by the advertisement. What additional information is desired; (2) what is the reaction of the respondent to specific components or characteristics of the advertisment; (3) how appropriate is the use of the American Indian in conveying the message; and (4) how likely is the respondent to take further action as a result of viewing the advertisment. The rationale and methods for answering each question are discussed. (LEW)

  9. A Study on the Conception Paradigms of Popular Publications'Advertisement Language%大众出版物推介语构思范型研究

    Institute of Scientific and Technical Information of China (English)

    王金茹; 关欣宇

    2016-01-01

    As a form of advertisement, popular publications' advertisement language has a long history. It has become mature with the development of the social economy, technology and culture, and formed some certain type of conception paradigm. By studying the advertisement language during the marketing campaigns of popular publications, this paper summarizes several classic paradigms in order to offer references and helps for this industry through the analysis of some successful cases.%大众出版物推介语作为大众出版物广告的一种形式,其发端已久。随着社会经济、技术和文化水平的提高,大众出版物推介语的制作也渐趋成熟,形成了某些有固定构思模式的类型。本文仅就大众出版物营销宣传过程中广告文字这一项进行研究。通过对成功案例的分析归纳,总结出几种典型模式,以期为业界提供借鉴与帮助。

  10. Lessons for public health campaigns from analysing commercial food marketing success factors

    DEFF Research Database (Denmark)

    Aschemann-Witzel, Jessica; JA Perez-Cueto, Federico; Niedzwiedzka, Barbara

    2012-01-01

    Background: Commercial food marketing has considerably shaped consumer food choice behaviour. Meanwhile, public health campaigns for healthier eating have had limited impact to date. Social marketing suggests that successful commercial food marketing campaigns can provide useful lessons for public...... sector activities. The aim of the present study was to empirically identify food marketing success factors that, using the social marketing approach, could help improve public health campaigns to promote healthy eating. Methods: In this case-study analysis, 27 recent and successful commercial food...... and beverage marketing cases were purposively sampled from different European countries. The cases involved different consumer target groups, product categories, company sizes and marketing techniques. The analysis focused on cases of relatively healthy food types, and nutrition and health-related aspects...

  11. Characterizing tobacco control mass media campaigns in England.

    Science.gov (United States)

    Langley, Tessa; Lewis, Sarah; McNeill, Ann; Gilmore, Anna; Szatkowski, Lisa; West, Robert; Sims, Michelle

    2013-11-01

    To characterize publically funded tobacco control campaigns in England between 2004 and 2010 and to explore if they were in line with recommendations from the literature in terms of their content and intensity. International evidence suggests that campaigns which warn of the negative consequences of smoking and feature testimonials from real-life smokers are most effective, and that four exposures per head per month are required to reduce smoking prevalence. Characterization of tobacco control advertisements using a theoretically based framework designed to describe advertisement themes, informational and emotional content and style. Study of the intensity of advertising and exposure to different types of advertisement using data on population-level exposure to advertisements shown during the study period. England. Television Ratings (TVRs), a standard measure of advertising exposure, were used to calculate exposure to each different campaign type. A total of 89% of advertising was for smoking cessation; half of this advertising warned of the negative consequences of smoking, while half contained how-to-quit messages. Acted scenes featured in 72% of advertising, while only 17% featured real-life testimonials. Only 39% of months had at least four exposures to tobacco control campaigns per head. A theory-driven approach enabled a systematic characterization of tobacco control advertisements in England. Between 2004 and 2010 only a small proportion of tobacco control advertisements utilized the most effective strategies-negative health effects messages and testimonials from real-life smokers. The intensity of campaigns was lower than international recommendations. © 2013 The Authors. Addiction published by John Wiley & Sons Ltd on behalf of The Society for the Study of Addiction.

  12. Strengthening the Canadian alcohol advertising regulatory system.

    Science.gov (United States)

    Heung, Carly M; Rempel, Benjamin; Krank, Marvin

    2012-05-24

    Research evidence points to harmful effects from alcohol advertising among children and youth. In particular, exposure to alcohol advertising has been associated with adolescents drinking both earlier and heavier. Although current federal and provincial guidelines have addressed advertising practices to prevent underage drinking, practice has not been supported by existing policy. While protective measures such as social marketing campaigns have the potential for counteracting the effects from alcohol advertising, the effectiveness of such measures can be easily drowned out with increasing advertising activities from the alcohol industry, especially without effective regulation. Research reviewed by the European Focus on Alcohol Safe Environment (FASE) Project has identified a set of key elements that are necessary to make alcohol advertising policy measures effective at protecting children and youth from the harmful effects of alcohol marketing. Using these key elements as an evaluation framework, there are critical components in the Canadian alcohol advertising regulatory system that clearly require strengthening. To protect impressionable children and youth against the harmful effects of alcohol advertising, 13 recommendations to strengthen current alcohol advertising regulations in Canada are provided for Canadian policy-makers, advertising standard agencies, and public health groups.

  13. Meteor shower activity derived from meteor watching public campaign in Japan

    Science.gov (United States)

    Ishizaki, Masaharu; Watanabe, Jun-ichi; Sato, Mikiya

    2017-09-01

    We have carried out a meteor watching public campaigns from 2004 for major meteor showers in the case of appropriate observing condition as one of the outreach programs conducted by National Astronomical Observatory of Japan. We received a huge number of the reports on meteor counts from the general public participants. The results sometimes show similar time variation of the hourly rates derived from the data collected by skilled observers. In this paper, some of the results are presented showing that such campaigns have a potential to extract scientific result related to the meteor showers mainly due to the large number of the data collected by unskilled observers.

  14. The impact of advertising patient and public involvement on trial recruitment:embedded cluster randomisedrecruitment trial

    OpenAIRE

    Hughes-Morley, Adwoa; Hann, Robert; Fraser , Claire; Meade, Oonagh; Lovell, Karina; Young, Bridget; Roberts, Christopher; Cree, Lindsey; More, Donna; O'Leary, Neil; Callaghan, Patrick; Waheed, Waquas; Bower, Peter

    2016-01-01

    BackgroundPatient and public involvement in research (PPIR) may improve trial recruitment rates, but it is unclear how. Where trials use PPIR to improve design and conduct, many do not communicate this clearly to potential participants. Better communication of PPIR might encourage patient enrolment, as trials may be perceived as more socially valid, relevant and trustworthy. We aimed to evaluate the impact on recruitment of directly advertising PPIR to potential trial participants.MethodsThis...

  15. Promotional Cultures: The Rise and Spread of Advertising, Public Relations, Marketing and Branding

    OpenAIRE

    Davis, Aeron

    2013-01-01

    In the twenty-first century, promotion is everywhere and everything has become promotable: everyday goods and organizations, people and ideas, cultures and futures. This engaging book looks at the rise of advertising, public relations, branding, marketing and lobbying, and explores where our promotional times have taken us.\\ud \\ud Promotional Cultures documents how the professions and practices of promotion have interacted with and reshaped so much in our world, from commodities, celebrities ...

  16. Public Health Policies and Practices of the Ottoman Empire with Special Reference to the Gallipoli Campaign.

    Science.gov (United States)

    Aboul-Enein, Basil; Puddy, William

    2015-06-01

    To review the selected historiographic and contemporary literature that examined the Ottoman public health practices and policies with special reference to the Gallipoli campaign during the First World War. To date, no work has been published surrounding the Ottoman public health policies and responses during the battle of Gallipoli. A historiographic methodology was used to examine relevant primary and secondary publications using ten academic electronic databases. The literature discussed pre-war Hapsburg efforts to improve the Ottoman medical infrastructure, the activities of military medical students and units at Gallipoli, quarantine and vaccination procedures, and general medical issues throughout the empire during the war. Access to the official Turkish archives and translating relevant official documents into English are warranted. This represents an opportunity for military and public health historians to examine and identify relevant public health practices and policies that the Ottoman Empire implemented during the First World War and, in particular, the Gallipoli campaign.

  17. Perceived effectiveness of cessation advertisements: the importance of audience reactions and practical implications for media campaign planning.

    Science.gov (United States)

    Davis, Kevin C; Nonnemaker, James; Duke, Jennifer; Farrelly, Matthew C

    2013-01-01

    Cessation television ads are often evaluated with measures of perceived effectiveness (PE) that gauge smokers' reactions to the ads. Although measures of PE have been validated for other genres of public service announcements, no studies to our knowledge have demonstrated the predictive validity of PE for cessation TV ads specifically. We analyzed data from a longitudinal Web survey of smokers in the United States to assess whether measures of PE for cessation TV ads are causally antecedent to cessation-related outcomes. These data consisted of baseline and 2-week follow-up surveys of 3,411 smokers who were shown a number of cessation TV ads and were asked to provide their appraisals of PE for those messages. We found that baseline PE for the ads was associated with increased negative feelings about smoking, increased outcome expectations about the benefits of quitting, increased consideration of the benefits of quitting, increased desire to quit, and increased intentions to quit smoking at follow-up. Results suggest that measures of PE for cessation TV ads can be powerful predictors of likely ad success. Hence, our findings support the use of PE in quantitative ad pretesting as part of a standard regimen of formative research for cessation television campaigns.

  18. An empirical analysis of the public's attitudes toward advertising hospital services: a comparative cross-sectional study.

    Science.gov (United States)

    Moser, H Ronald; Freeman, Gordon L

    2014-01-01

    This study investigates current opinions about hospital advertising and compares them to the attitudes expressed 25 years ago. It replicates a survey done in 1985, using the same questionnaire and population to compare responses longitudinally. The study indicates some changes in the public's opinions of hospital advertising. Although the image of hospitals remains positive, most of the 2010 respondents' opinions were rather mixed regarding whether it is proper for hospitals to advertise. The study also confirmed that the quality of service and reputation of hospitals remain more important to the public than price.

  19. Participatory and social media to engage youth: from the Obama campaign to public health practice.

    Science.gov (United States)

    Goodman, Jordi; Wennerstrom, Ashley; Springgate, Benjamin F

    2011-01-01

    Barack Obama's successful campaign for the presidency has been widely attributed to the use of social networking sites, mobile devices, and interactive websites to engage previously hard-to-reach populations in political activity. Campaign communication strategies may be applicable for youth health promotion efforts, particularly for the highly stigmatized issue of mental health. In this article, we examine elements of the 2008 Obama presidential campaign's use of social media technologies and content designed to foster effective political participation among youth. We outline how the same social media technologies may be applied to public health efforts focused on reaching and providing services to the 20% of young people who have a diagnosable mental disorder. We discuss the strengths and limitations of the application of these media to date, and raise questions about the future use of these media for engaging hard-to-reach populations in addressing stigmatized public health issues.

  20. STUDENTS' ATTITUDES TOWARDS INTERNET ADVERTISING STUDY CASE: UNIVERSITY OF PARDUBICE

    National Research Council Canada - National Science Library

    A Radbata; M Kubenka

    2012-01-01

    ...) participated in this study. It explores their attitudes towards internet advertising, internet advertising informativeness, online purchasing patterns and their preference between internet advertising and traditional advertising. [PUBLICATION ABSTRACT

  1. Public funding of political parties when campaigns are informative

    DEFF Research Database (Denmark)

    Ortín, Ignacio Ortuño; Schultz, Christian

    ’s dependence on vote shares induces fur- ther moderation and improves welfare. If parties are asymmetric, vote share dependent public funding bene…ts the large party and makes it moderate its candidate, while the smaller party reacts by choosing a more extremist candidate. On balance, however, if the parties...... are not too asymmetric, an increase in vote share dependent funding improves welfare and increases the likelihood that a moderate candidate wins the election...

  2. Florida's "truth" campaign: a counter-marketing, anti-tobacco media campaign.

    Science.gov (United States)

    Zucker, D; Hopkins, R S; Sly, D F; Urich, J; Kershaw, J M; Solari, S

    2000-05-01

    The "truth" campaign was created to change youth attitudes about tobacco and to reduce teen tobacco use throughout Florida by using youth-driven advertising, public relations, and advocacy. Results of the campaign include a 92 percent brand awareness rate among teens, a 15 percent rise in teens who agree with key attitudinal statements about smoking, a 19.4 percent decline in smoking among middle school students, and a 8.0 percent decline among high school students. States committed to results-oriented youth anti-tobacco campaigns should look to Florida's "truth" campaign as a model that effectively places youth at the helm of anti-tobacco efforts.

  3. Factors contributing to the success of folic acid public health campaigns.

    Science.gov (United States)

    Rofail, D; Colligs, A; Abetz, L; Lindemann, M; Maguire, L

    2012-03-01

    Studies in the 1990s have found that periconceptional dietary folate, supplementation of folic acid or supplemental multivitamins containing folic acid, help prevent neural tube defect (NTDs) if taken at the right time. This literature review assesses the extant folic acid public health campaigns literature and identifies some common variables used in folic acid consumption campaign evaluations. This review was part of a larger study that searched PUBMED, PsycINFO and Embase from 1976 to 2010 to identify articles related to the psychosocial and economic impact of NTDs (especially spina bifida) on patients and caregivers. Awareness of folic acid levels prior to conception improved post-campaign from 6 to 41%. Knowledge about consumption and correct periconceptional use of folic acid also improved. However, in most studies more than 50% of women did not take folic acid as prescribed. Many factors were associated with or without taking folic acid post-campaign, including incomplete outreach, prior awareness and knowledge, closeness to pregnancy, demographics and other personal characteristics. Sustained campaigning to maintain awareness about and promote periconceptional consumption of folic acid in order to reduce the incidence of NTDs is clearly needed. Additional initiatives could complement existing public health strategies.

  4. Private Administration – Favorable Environment for Implementing Programs and Campaigns of Public Relations?

    Directory of Open Access Journals (Sweden)

    Simona HAIDAU

    2012-11-01

    Full Text Available This paper refer to decision of the private administration organizations from the region northeast of Romania to implement programs and public relations campaigns from the socio-economic context in the current period. This decision of organizations above mentioned is strongly influenced by nature non-profit purposes they have, more precisely, to be involved in carrying out the public interest or community.

  5. Advertising health: the case for counter-ads.

    Science.gov (United States)

    Dorfman, L; Wallack, L

    1993-01-01

    Public service advertisements have been used by many in hopes of "selling" good health behaviors. But selling good behavior--even if it could be done more effectively--is not the best goal for using mass media to prevent health problems. Personal behavior is only part of what determines health status. Social conditions and the physical environment are important determinants of health that are usually ignored by health promotion advertising. Public service advertising may be doing more harm than good if it is diverting attention from more effective socially based health promotion strategies. Counter-ads are one communications strategy that could be used to promote a broader responsibility for rectifying health problems. In the tradition of advocacy advertising directly promoting policy rather than products, counter-ads promote views consistent with a public health perspective. Counter-ads set the agenda for health issues, conferring status on policy-oriented strategies for addressing health problems. The primary purpose of counter-ads is to challenge the dominant view that public health problems reflect personal health habits. They are controversial because they place health issues in a social and political context. Advertising strategies for health promotion range over a spectrum from individually oriented public service advertising to socially oriented counter-advertising. The recent anti-tobacco campaign from the California Department of Health Services represents advertisements across the spectrum. Counter-ads that focus on a politically controversial definition for health problems are an appropriate and necessary alternative to public service advertising.

  6. Do Emotional Appeals in Public Service Advertisements Influence Adolescents' Intention to Reduce Consumption of Sugar-Sweetened Beverages?

    Science.gov (United States)

    Bleakley, Amy; Jordan, Amy B; Hennessy, Michael; Glanz, Karen; Strasser, Andrew; Vaala, Sarah

    2015-08-01

    Mass media campaigns are a commonly used approach to reduce sugary drink consumption, which is linked to obesity in children and adolescents. The present study investigated the direct and mediated effects of emotional appeals in public service advertisements (PSAs) that aired between 2010 and 2012 on adolescents' intention to reduce their sugar-sweetened beverage (SSB) consumption. An online randomized experiment was conducted with a national sample of adolescent respondents ages 13 to 17 years old (N = 805). Participants were randomly assigned to 1 of 4 conditions. Three experimental conditions represented PSAs with different emotional appeals: humor, fear, and nurturance, plus a fourth control condition. The outcome was adolescents' intention to cut back on SSBs. The direct effect of fear appeals on intention was mediated through adolescents' perception of the PSAs' argument strength; perceived argument strength was also the key mediator for the indirect effects of humor and nurturance on intention. Several hypothesized mediators influenced by the appeals were not associated with intention. This is the first study to test the effect of persuasive emotional appeals used in SSB-related PSAs. The perceived strength of the PSAs' arguments is important to consider in the communication of messages designed to reduce SSB consumption.

  7. Increasing the dose of television advertising in a national antismoking media campaign: results from a randomised field trial.

    Science.gov (United States)

    McAfee, Tim; Davis, Kevin C; Shafer, Paul; Patel, Deesha; Alexander, Robert; Bunnell, Rebecca

    2017-01-01

    While antismoking media campaigns have demonstrated effectiveness, less is known about the country-level effects of increased media dosing. The 2012 US Tips From Former Smokers (Tips) campaign generated approximately 1.6 million quit attempts overall; however, the specific dose-response from the campaign was only assessed by self-report. Assess the impact of higher ad exposure during the 2013 Tips campaign on quit-related behaviours and intentions, campaign awareness, communication about campaign, and disease knowledge. A 3-month national media buy was supplemented within 67 (of 190) randomly selected local media markets. Higher-dose markets received media buys 3 times that of standard-dose markets. We compared outcomes of interest using data collected via web-based surveys from nationally representative, address-based probability samples of 5733 cigarette smokers and 2843 non-smokers. In higher-dose markets, 87.2% of smokers and 83.9% of non-smokers recalled television campaign exposure versus 75.0% of smokers and 73.9% of non-smokers in standard-dose markets. Among smokers overall, the relative quit attempt rate was 11% higher in higher-dose markets (38.8% vs 34.9%; pmarkets without a mental health condition, with a chronic health condition, or with only some college education made quit attempts at a higher rate than those in standard-dose markets. Non-smokers in higher-dose markets were more likely to talk with family or friends about smoking dangers (43.1% vs 35.7%; pmedia campaign compared standard and higher doses by randomisation of local media markets. Results demonstrate the effectiveness of a higher dose for engaging non-smokers and further increasing quit attempts among smokers, especially African-Americans. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://www.bmj.com/company/products-services/rights-and-licensing/.

  8. [Alcohol advertising in written mass media in Spain].

    Science.gov (United States)

    Montes-Santiago, J; Alvarez Muñiz, M L; Baz Lomba, A

    2007-03-01

    Alcohol advertising is a powerful factor of incitation to consumption. We analyzed the alcohol advertising, especially that youth-focused, in written mass media in Spain during the period 2002-2006. Annual cross-sectional study of advertisements in 41 widely difused written mass media (average readers: 10,1 millions). Media admitting alcohol publicity were 29% in the whole. (2,9 millions of readers on average, 29% of total readers). Alcohol advertising constituted the 3,8% of global publicity and the 8,6% of the publicity in media admitting alcohol publicity. In this period only 4% of the media (2,4% of total readers) inserted antidrug campaigns. In brief, three out of 10 total readers and one out of 12 people older than 15 years suffered the impact of tobacco advertising. Young people were included in 33% of alcohol advertisements and 3 out of 6 of youth-oriented magazines permitted a such publicity. Alcohol publicity remains high in written mass media in Spain. By contrast few people received informative antidrug campaigns. Advertising was preferentially directed to young people.

  9. Conversation and compliance: role of interpersonal discussion and social norms in public communication campaigns.

    Science.gov (United States)

    Frank, Lauren B; Chatterjee, Joyee S; Chaudhuri, Sonal T; Lapsansky, Charlotte; Bhanot, Anurudra; Murphy, Sheila T

    2012-01-01

    This study explores the role of interpersonal discussion and social norms in a public health campaign, the BBC Condom Normalization Campaign, designed to promote conversation and change the public perception of condom use in India. Drawing upon the integrative model of behavioral prediction, attitudes, self-efficacy, subjective norms, and descriptive norms were predicted to relate to behavioral intentions to use condoms. It is important to note that the valence of discussion was hypothesized to relate to each of these more proximal predictors. The authors used structural equation modeling to test the model on 3 separate samples of Indian men between the ages of 15 and 49 years: (a) high-risk men who had sex with nonspouses; (b) low-risk, sexually inactive, unmarried men; and (c) low-risk, monogamous, married men. Results were similar for low- and high-risk audiences, with valence of discussion about condoms predicting condom-related attitudes, self-efficacy, and subjective and descriptive social norms with respect to condom use, which, in turn, predicted behavioral intent to use condoms. These findings underscore the need to take not only the frequency but also the valence of interpersonal discussion into account when assessing the effect of health campaigns. Implications for theory and design of future public communication campaigns are explored.

  10. Evaluation of a Public Awareness Campaign to Prevent High School Dropout.

    Science.gov (United States)

    Babinski, Leslie M; Corra, Ashley J; Gifford, Elizabeth J

    2016-08-01

    Many advocacy organizations devote time and resources to increasing community awareness and educating the public in an effort to gain support for their issue. One such effort, the Dropout Prevention Campaign by America's Promise Alliance, aimed to increase the visibility of the high school dropout problem and mobilize the community to take action. The objective of this paper is to evaluate the framing of the Dropout Prevention Campaign in television news media. To evaluate this campaign, television news coverage about high school dropout in 12 U.S. communities (N = 982) was examined. A content analysis of news transcripts was conducted and coded to determine the definition of the problem, the reasons for dropout and the possible solutions. Findings indicated that the high school dropout problem was most often framed (30 % of news segments) in terms of the economic and societal implications for the community. Individual student factors as well as broader societal influences were frequently discussed as possible reasons for dropout. The most commonly mentioned solutions were school-based interventions. News segments that mentioned America's Promise Alliance were more likely to frame the issue as a crisis and to use statistics to illustrate that point. Solutions that were more likely to appear in America's Promise segments promoted community and cross-sector involvement, consistent with the messages promoted by the Dropout Prevention Campaign. The findings suggest that a media content analysis can be an effective framework for analyzing a prevention campaign.

  11. Gender Advertisements.

    Science.gov (United States)

    Goffman, Erving

    A heavily illustrated discussion of the ways in which men and women are portrayed in advertisements is presented. The three essays which precede the 56 pages of illustrations discuss gender expressions, characteristics of public and private pictures, and gender commercials. The author notes that advertisements do not depict how men and women…

  12. British Columbia capital regional district 100% smokefree bylaw: a successful public health campaign despite industry opposition.

    Science.gov (United States)

    Drope, J; Glantz, S

    2003-09-01

    To describe how the British Columbia Capital Regional District successfully passed, implemented, and enforced a 100% smokefree bylaw in all public places, including restaurants and bars, despite an aggressive campaign by the tobacco industry (acting through the hospitality industry) to stop it. Information was obtained from news reports, internal tobacco industry documents, reports, public documents, and interviews with key players. Tobacco industry documents were accessed between February and April 2002. This project was approved by the University of California San Francisco committee on human research. As in the USA and elsewhere in the world, the tobacco industry in British Columbia, Canada, recruited and created hospitality associations to fight against the district smokefree bylaw. They used the classic industry rhetoric of individual rights and freedoms, economic devastation, and ventilation as a solution. Public health authorities were able to counter industry strategies with a strong education campaign, well written bylaws, and persistent enforcement. It is possible to overcome serious opposition orchestrated by the tobacco industry and develop and implement a 100% smokefree bylaw in Canada. Doing so requires attention to detail in drafting the bylaw, as well as a public education campaign on the health dangers of secondhand smoke and active enforcement to overcome organised resistance to the bylaw. Jurisdictions considering smokefree bylaws should anticipate this opposition when developing and implementing their bylaws.

  13. The Framing of Calvin Klein: A Frame Analysis of Media Discourse about the August 1995 Calvin Klein Jeans Advertising Campaign.

    Science.gov (United States)

    Tucker, Lauren R.

    1998-01-01

    Deconstructs the "kiddie porn" media frame used by the industry and mainstream media to characterize Klein's ad campaign. Extends scholarship on the construction of youth in the media, showing how the kiddie-porn frame produces and reproduces common-sense beliefs about the nature of youth. Suggests a metadiscourse encompassing the…

  14. The effects of a combined enforcement and public information campaign on seat belt use.

    OpenAIRE

    1986-01-01

    It is generally agreed that seat belt use is effective in preventing (fatal) driver injuries, and that legislation is an effective measure for increasing their use. Nevertheless, legislation alone rarely proves sufficient to achieve anything near universal usage. Policy makers can reach for a number of measures to bolster seat belt use. This paper presents some of the results of an evaluation of a combined enforcement and public information campaign that was conducted in 1984 in Friesland.

  15. Publicity campaign, wellness event raise awareness of Michigan home health company, products.

    Science.gov (United States)

    2007-01-01

    HoMedics, a home healthcare and wellness company in Commerce Township, MI, had a problem. As a leading manufacturer of personal wellness and home healthcare products, its product line was constantly evolving with new and innovative technological advances. But with so many rapid changes, HoMedics had trouble educating the media about its new product lines quickly enough. The solution? A multiphase public relations campaign.

  16. Advertising Bans and the Substitutability of Online and Offline Advertising

    OpenAIRE

    Goldfarb, Avi; Tucker, Catherine Elizabeth

    2010-01-01

    The authors examine whether the growth of the Internet has reduced the effectiveness of government regulation of advertising. They combine nonexperimental variation in local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 people. The results show that people are 8% less likely to say that they will purchase an alcoholic beverage in states that have alcohol advertising b...

  17. Advertising Bans and the Substitutability of Online and Offline Advertising

    OpenAIRE

    Goldfarb, Avi; Tucker, Catherine Elizabeth

    2010-01-01

    The authors examine whether the growth of the Internet has reduced the effectiveness of government regulation of advertising. They combine nonexperimental variation in local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 people. The results show that people are 8% less likely to say that they will purchase an alcoholic beverage in states that have alcohol advertising b...

  18. Farmers sun exposure, skin protection and public health campaigns: An Australian perspective

    Directory of Open Access Journals (Sweden)

    Christel Smit-Kroner

    2015-01-01

    Full Text Available Non-melanoma skin cancer is a common and costly cancer in agricultural populations. Prevention and early detection are an effective way to decrease the burden of disease and associated costs. To examine sun exposure and skin protection practices in agricultural workers and farmers a thematic review of the literature between 1983 and 2014 was undertaken. Comparison between studies was complicated by differences in study design, definitions of skin protection, and analytic methods used. Farmers are the most exposed to harmful ultraviolet (UV radiation of all outdoor workers and the level of reported skin protection by farmers is suboptimal. Years of public health campaigns have failed to adequately address farmers' specific needs. Increased rates of skin cancer and subsequent higher costs are expected. Estimates of sun exposure and skin protection practice indicate that protective clothing is the most promising avenue to improve on farmers' skin protection. Early detection needs to be part of public health campaigns. This review explores the quantitative data about Australian farmers and their skin protective behaviours. We investigate what the documented measurable effect of the public health campaign Slip!Slop!Slap! has had on agricultural workers and farmers and make recommendations for future focus.

  19. Comparative analysis of public service advertising regulation in Russian Federation and European countries

    Directory of Open Access Journals (Sweden)

    Nureeva Maria, R.

    2015-03-01

    Full Text Available In modern world public service advertising is a direct reflection of social values, humanistic relationships between people, level of cultural development of the society. The aim of PSA is to form social challenges in the society’s mind, to lead to reforms in social sphere. Underestimation and inattentiveness towards social problems could lead to loss of moral values, destruction of culture and forming the basis for aggravation in relation between different levels of society. The tasks of the research are the following: to analyze the legislative base of public service advertising, to determine their strengths and weaknesses; to find out typical problems arising while PSA realization in Russia and Europe; to determine the main obstacles, preventing from creation of efficient and qualitative PSA and to find out and provide the measures of creating an efficient and qualitative public service advertising. In the first part of the paper we compare PSA regulation, sort out PSA legislative and practical issues in Russia and Europe. In the second part we consider the process of efficient PSA realization. For this purpose there were investigated the main obstacles on the way of realization of PSA strategy in Russia and Europe, possibilities of application of marketing mix approach. Though the level of social activity has increased in Russia especially in recent years, PSA market is only in the process of formation – there are huge potentials for investigations, initiatives and improvements. We could conclude that modern PSA legal base of Russian Federation restrains the development of PSA in our country and puts obstacles in the way of PSA participants: government, non-commercial organizations and businesses. In comparison with EU our country fails behind European countries both in the level of legislative regulation and practical experience. The most important difference between PSA practice in Russia and in Europe is that in Europe there is clear

  20. The impact of advertising patient and public involvement on trial recruitment: embedded cluster randomised recruitment trial.

    Science.gov (United States)

    Hughes-Morley, Adwoa; Hann, Mark; Fraser, Claire; Meade, Oonagh; Lovell, Karina; Young, Bridget; Roberts, Chris; Cree, Lindsey; More, Donna; O'Leary, Neil; Callaghan, Patrick; Waheed, Waquas; Bower, Peter

    2016-12-08

    Patient and public involvement in research (PPIR) may improve trial recruitment rates, but it is unclear how. Where trials use PPIR to improve design and conduct, many do not communicate this clearly to potential participants. Better communication of PPIR might encourage patient enrolment, as trials may be perceived as more socially valid, relevant and trustworthy. We aimed to evaluate the impact on recruitment of directly advertising PPIR to potential trial participants. This is a cluster trial, embedded within a host trial ('EQUIP') recruiting service users diagnosed with severe mental illness. The intervention was informed by a systematic review, a qualitative study, social comparison theory and a stakeholder workshop including service users and carers. Adopting Participatory Design approaches, we co-designed the recruitment intervention with PPIR partners using a leaflet to advertise the PPIR in EQUIP and sent potential participants invitations with the leaflet (intervention group) or not (control group). Primary outcome was the proportion of patients enrolled in EQUIP. Secondary outcomes included the proportions of patients who positively responded to the trial invitation. Thirty-four community mental health teams were randomised and 8182 service users invited. For the primary outcome, 4% of patients in the PPIR group were enrolled versus 5.3% of the control group. The intervention was not effective for improving recruitment rates (adjusted OR = 0.75, 95% CI = 0.53 to 1.07, p = 0.113). For the secondary outcome of positive response, the intervention was not effective, with 7.3% of potential participants in the intervention group responding positively versus 7.9% of the control group (adjusted OR = 0.74, 95% CI = 0.53 to 1.04, p = 0.082). We did not find a positive impact of directly advertising PPIR on any other outcomes. To our knowledge, this is the largest ever embedded trial to evaluate a recruitment or PPIR intervention

  1. 41 CFR 102-38.345 - Do we have to withdraw personal property advertised for public sale if a State Agency for Surplus...

    Science.gov (United States)

    2010-07-01

    ... personal property advertised for public sale if a State Agency for Surplus Property wants to buy it? 102-38... withdraw the item from public sale if the property has been advertised. ... Regulations System (Continued) FEDERAL MANAGEMENT REGULATION PERSONAL PROPERTY 38-SALE OF PERSONAL PROPERTY...

  2. Exploring the potential for a mass media campaign to influence support for a ban on tobacco promotion at the point of sale.

    Science.gov (United States)

    Allen, Jane A; Davis, K C; Kamyab, K; Farrelly, M C

    2015-02-01

    This study explores whether exposure to advertisements that focus on the negative effects of tobacco industry advertising and promotion at the point of sale (anti-POS advertising) influence: (i) attitude toward POS advertising; (ii) perceived impact of POS advertising on youth smoking; and (iii) support for a ban on tobacco promotion at the POS among adult non-smokers in New York. Data are from a split-sample, experimental study, using an online media tracking survey with embedded TV, radio and print advertising. Exposure to anti-POS advertising was associated with higher odds of holding a negative attitude toward POS advertising (OR 2.43, P media campaign could be used to influence public attitude toward POS advertising and support for a ban on tobacco promotion at the POS.

  3. Earned media and public engagement with CDC's "Tips from Former Smokers" campaign: an analysis of online news and blog coverage.

    Science.gov (United States)

    Kornfield, Rachel; Smith, Katherine Clegg; Szczypka, Glen; Vera, Lisa; Emery, Sherry

    2015-01-20

    In March 2012, the US Centers for Disease Control and Prevention (CDC) launched the first-ever paid national tobacco education campaign. At a cost of US $54 million, "Tips from Former Smokers" (Tips) ran for 3 months across multiple media, depicting the suffering experienced by smokers and their families in graphic detail. The potential impact and reach of the Tips campaign was not limited to that achieved through paid media placements. It was also potentially extended through "earned media", including news and blog coverage of the campaign. Such coverage can shape public understanding of and facilitate public engagement with key health issues. To better understand the contribution of earned media to the public's engagement with health issues in the current news media environment, we examined the online "earned media" and public engagement generated by one national public health campaign. We constructed a purposive sample of online media coverage of the CDC's 2012 Tips from Former Smokers television campaign, focusing on 14 influential and politically diverse US news outlets and policy-focused blogs. We identified relevant content by combining campaign and website-specific keywords for 4 months around the campaign release. Each story was coded for content, inclusion of multimedia, and measures of audience engagement. The search yielded 36 stories mentioning Tips, of which 27 were focused on the campaign. Story content between pieces was strikingly similar, with most stories highlighting the same points about the campaign's content, cost, and potential impact. We saw notable evidence of audience engagement; stories focused on Tips generated 9547 comments, 8891 Facebook "likes", 1027 tweets, and 505 story URL shares on Facebook. Audience engagement varied by story and site, as did the valence and relevance of associated audience comments. Comments were most oppositional on CNN and most supportive on Yahoo. Comment coding revealed approximately equal levels of

  4. Gone viral? Heard the buzz? A guide for public health practitioners and researchers on how Web 2.0 can subvert advertising restrictions and spread health information.

    Science.gov (United States)

    Freeman, B; Chapman, S

    2008-09-01

    Many nations have banned or curtailed advertising of potentially harmful products to protect public health, particularly in the area of chronic disease control. The growth in Internet-based marketing techniques is subverting these advertising regulations. Explosive rises in use of social networking and user-generated content websites is further fuelling product promotion through electronic media. In contrast, there is a very limited body of public health research on these "new media" advertising methods. This paper provides an overview of these advertising methods and details examples relevant to chronic disease control. There is a vast untapped potential for health practitioners and researchers to exploit these same media for health promotion.

  5. Effects of a National Public Service Information Campaign on Crime Prevention: Perspectives from Social Learning and Social Control Theory.

    Science.gov (United States)

    Lordan, Edward J.; Kwon, Joongrok

    This study examined the effects of public service advertising from two theoretical backgrounds: social learning theory and social control theory. Traditional social learning theory assumes that learning occurs by subjects performing responses and experiencing their effects, with reinforcement as the main determinant. Social control theory, as…

  6. Evaluation of Public Service Advertising Messages with Local and Non-Local Source Attribution: A Controlled Laboratory Experiment.

    Science.gov (United States)

    Lynn, Jerry R.; Gagnard, Alice

    A study was conducted to examine message evaluations of selected public service advertisements (PSAs) by a young adult population and to test whether local and nonlocal source attribution would influence those evaluations. In addition, the study investigated the extent to which audience characteristics such as fatalism (the degree to which a…

  7. From Practitioner to Professor: An Exploration of the Induction and Mentoring Processes in University Advertising and Public Relations Programs.

    Science.gov (United States)

    Gustafson, Robert L.; Thomsen, Steven R.

    Induction and mentoring have been described as the processes during which new professors become integrated into the teaching profession. Both are particularly important in advertising and public relations education, where a large number of new faculty hires are former practitioners. A survey of 113 Association of Schools of Journalism and Mass…

  8. The role and utilisation of public health evaluations in Europe: a case study of national hand hygiene campaigns

    Science.gov (United States)

    2014-01-01

    Background Evaluations are essential to judge the success of public health programmes. In Europe, the proportion of public health programmes that undergo evaluation remains unclear. The European Centre for Disease Prevention and Control sought to determine the frequency of evaluations amongst European national public health programmes by using national hand hygiene campaigns as an example of intervention. Methods A cohort of all national hand hygiene campaigns initiated between 2000 and 2012 was utilised for the analysis. The aim was to collect information about evaluations of hand hygiene campaigns and their frequency. The survey was sent to nominated contact points for healthcare-associated infection surveillance in European Union and European Economic Area Member States. Results Thirty-six hand hygiene campaigns in 20 countries were performed between 2000 and 2012. Of these, 50% had undergone an evaluation and 55% of those utilised the WHO hand hygiene intervention self-assessment tool. Evaluations utilised a variety of methodologies and indicators in assessing changes in hand hygiene behaviours pre and post intervention. Of the 50% of campaigns that were not evaluated, two thirds reported that both human and financial resource constraints posed significant barriers for the evaluation. Conclusion The study identified an upward trend in the number of hand hygiene campaigns implemented in Europe. It is likely that the availability of the internationally-accepted evaluation methodology developed by the WHO contributed to the evaluation of more hand hygiene campaigns in Europe. Despite this rise, hand hygiene campaigns appear to be under-evaluated. The development of simple, programme-specific, standardised guidelines, evaluation indicators and other evidence-based public health materials could help promote evaluations across all areas of public health. PMID:24507086

  9. Tweeting for and against public health policy: response to the Chicago Department of Public Health's electronic cigarette Twitter campaign.

    Science.gov (United States)

    Harris, Jenine K; Moreland-Russell, Sarah; Choucair, Bechara; Mansour, Raed; Staub, Mackenzie; Simmons, Kendall

    2014-10-16

    In January 2014, the Chicago City Council scheduled a vote on local regulation of electronic cigarettes as tobacco products. One week prior to the vote, the Chicago Department of Public Health (CDPH) released a series of messages about electronic cigarettes (e-cigarettes) through its Twitter account. Shortly after the messages, or tweets, were released, the department's Twitter account became the target of a "Twitter bomb" by Twitter users sending more than 600 tweets in one week against the proposed regulation. The purpose of our study was to examine the messages and tweet patterns in the social media response to the CDPH e-cigarette campaign. We collected all tweets mentioning the CDPH in the week between the e-cigarette campaign and the vote on the new local e-cigarette policy. We conducted a content analysis of the tweets, used descriptive statistics to examine characteristics of involved Twitter users, and used network visualization and descriptive statistics to identify Twitter users prominent in the conversation. Of the 683 tweets mentioning CDPH during the week, 609 (89.2%) were anti-policy. More than half of anti-policy tweets were about use of electronic cigarettes for cessation as a healthier alternative to combustible cigarettes (358/609, 58.8%). Just over one-third of anti-policy tweets asserted that the health department was lying or disseminating propaganda (224/609, 36.8%). Approximately 14% (96/683, 14.1%) of the tweets used an account or included elements consistent with "astroturfing"-a strategy employed to promote a false sense of consensus around an idea. Few Twitter users were from the Chicago area; Twitter users from Chicago were significantly more likely than expected to tweet in support of the policy. Our findings may assist public health organizations to anticipate, recognize, and respond to coordinated social media campaigns.

  10. Developing an alternative alcohol advertising complaint review system: lessons from a world-first public health advocacy initiative

    Directory of Open Access Journals (Sweden)

    Hannah L Pierce

    2017-07-01

    Full Text Available Young people in Australia are frequently exposed to alcohol marketing. Leading health organisations recommend legislative controls on alcohol advertising as part of a comprehensive approach to reduce alcohol-related harm. However, Australia relies largely on industry self-regulation. This paper describes the development and implementation of the Alcohol Advertising Review Board (AARB, a world-first public health advocacy initiative that encourages independent regulation of alcohol advertising. The AARB reviews complaints about alcohol advertising, and uses strategies such as media advocacy, community engagement and communicating with policy makers to highlight the need for effective regulation. In 4 years of operation, the AARB has received more complaints than the self-regulatory system across a similar period. There has been encouraging movement towards stronger regulation of alcohol advertising. Key lessons include the importance of a strong code, credible review processes, gathering support from reputable organisations, and consideration of legal risks and sustainability. The AARB provides a unique model that could be replicated elsewhere.

  11. Changes in beliefs and attitudes toward people with depression and schizophrenia - results of a public campaign in Germany.

    Science.gov (United States)

    Makowski, Anna C; Mnich, Eva E; Ludwig, Julia; Daubmann, Anne; Bock, Thomas; Lambert, Martin; Härter, Martin; Dirmaier, Jörg; Tlach, Lisa; Liebherz, Sarah; von dem Knesebeck, Olaf

    2016-03-30

    We examined the impact of a mental health awareness campaign on public attitudes. The campaign was embedded in the project psychenet - Hamburg Network for Mental Health. Beliefs and attitudes were examined before and after specific awareness measures in Hamburg (intervention region) and Munich (control region). Analyses were based on representative surveys (2011: N=2014; 2014: N=2006). Vignettes with symptoms suggestive of depression respectively schizophrenia were presented, followed by questions on social distance, beliefs and emotional reactions. Analyses of variance tested variations between regions over time and differences between those aware of the campaign and those not aware. In 2014, 7.3% (n=74) of the Hamburg respondents were aware of the psychenet campaign. Regarding the total sample, there were minor changes in attitudes. Differentiated according to campaign awareness among Hamburg respondents, those who were aware showed less desire for social distance toward a person with depression. Moreover, respondents aware of the campaign stated less often that a person with schizophrenia is in need of help. The campaign had small impact on attitudes. A substantial change in ingrained attitudes toward persons with mental health problems is difficult to achieve with interventions targeting the general public.

  12. High levels of confusion for cholesterol awareness campaigns.

    Science.gov (United States)

    Hall, Danika V

    2008-09-15

    Earlier this year, two industry-sponsored advertising campaigns for cholesterol awareness that target the general public were launched in Australia. These campaigns aimed to alert the public to the risks associated with having high cholesterol and encouraged cholesterol testing for wider groups than those specified by the National Heart Foundation. General practitioners should be aware of the potential for the two campaigns to confuse the general public as to who should be tested, and where. The campaign sponsors (Unilever Australasia and Pfizer) each have the potential to benefit by increased market share for their products, and increased profits. These disease awareness campaigns are examples of what is increasingly being termed "condition branding" by pharmaceutical marketing experts.

  13. Lessons learned from evaluating Maryland's anti-drunk driving campaign: assessing the evidence for cognitive, behavioral, and public health impact.

    Science.gov (United States)

    Beck, Kenneth H

    2009-07-01

    The evidence concerning Maryland's anti-drunk driving program, Checkpoint Strikeforce, is reviewed. To date, there is no evidence to indicate that this campaign, which involves a number of sobriety checkpoints and media activities to promote these efforts, has had any impact on public perceptions, driver behaviors, or alcohol-related motor vehicle crashes and injuries. This conclusion is drawn after examining statistics for alcohol-related crashes, police citations for impaired driving, and public perceptions of alcohol-impaired driving risk. Comparisons are also made with other states in the mid-Atlantic region, where similar campaign activities have occurred. Reasons for this failure in Maryland include insufficient levels of enforcement (e.g., too few sobriety checkpoints and vehicle contacts occurred to raise public perceptions of risk pertaining to impaired driving) and inadequate publicity surrounding this campaign. Suggestions for overcoming these problems are offered.

  14. Investigating the Impact of Demographic Characteristics on Encouraging Public Donations via SMS Advertising

    Directory of Open Access Journals (Sweden)

    M. H. Hosseini

    2011-01-01

    Full Text Available This study has been conducted to investigate the effects of demographic characteristics including age, gender, marital status, education level, occupation type, and income level on encouraging public donations through advertising via SMS service in order to evaluate the effects rate of these elements on individuals’ attention and measure/action factors. The research is based on data obtained by distributing the questionnaire among 560 individuals who have formed the sample size of this study. The dependent variable of donation attraction has been analyzed along with two indices of attention and action, which are regarded as its measurement criteria. Therefore, the effects rate of demographic factors on these two parameters has been investigated. It is noteworthy that the analysis of collected data was done by SPSS software. The results have determined specific boundaries for people in sending SMS in order to encourage public donations. For instance, how many people among the sample size of this research will pay attention to the messages, how many of them are potential donators, and which individuals and groups have been identified as real executives.

  15. Investigating the Impact of Demographic Characteristics on Encouraging Public Donations via SMS Advertising

    Directory of Open Access Journals (Sweden)

    MirzaHassan Hossainee

    2011-07-01

    This study has been conducted to investigate the effects of demographic characteristics including age, gender, marital status, education level, occupation type, and income level on encouraging public donations through advertising via SMS service in order to evaluate the effects rate of these elements on individuals’ attention and measure/action factors. The research is based on data obtained by distributing the questionnaire among 560 individuals who have formed the sample size of this study. The dependent variable of donation attraction has been analyzed along with two indices of attention and action, which are regarded as its measurement criteria. Therefore, the effects rate of demographic factors on these two parameters has been investigated. It is noteworthy that the analysis of collected data was done by SPSS software. The results have determined specific boundaries for people in sending SMS in order to encourage public donations. For instance, how many people among the sample size of this research will pay attention to the messages, how many of them are potential donators, and which individuals and groups have been identified as real executives.

  16. Capital Campaigns.

    Science.gov (United States)

    Dalessandro, David; And Others

    1989-01-01

    Eight articles focus on capital campaigns including setting goals (D. Dalessandro), the lead gift (D. A. Campbell), motivating trustees (J. J. Ianolli, Jr.), alumni associations (W. B. Adams), role of public relations officers (R. L. Williams), special events( H.R. Gilbert), the campaign document (R. King), and case statements (D. R. Treadwell,…

  17. Managing fear in public health campaigns: a theory-based formative evaluation process.

    Science.gov (United States)

    Cho, Hyunyi; Witte, Kim

    2005-10-01

    The HIV/AIDS infection rate of Ethiopia is one of the world's highest. Prevention campaigns should systematically incorporate and respond to at-risk population's existing beliefs, emotions, and perceived barriers in the message design process to effectively promote behavior change. However, guidelines for conducting formative evaluation that are grounded in proven risk communication theory and empirical data analysis techniques are hard to find. This article provides a five-step formative evaluation process that translates theory and research for developing effective messages for behavior change. Guided by the extended parallel process model, the five-step process helps message designers manage public's fear surrounding issues such as HIV/AIDS. An entertainment education project that used the process to design HIV/AIDS prevention messages for Ethiopian urban youth is reported. Data were collected in five urban regions of Ethiopia and analyzed according to the process to develop key messages for a 26-week radio soap opera.

  18. Benefit Cost Analysis of Three Skin Cancer Public Education Mass-Media Campaigns Implemented in New South Wales, Australia.

    Science.gov (United States)

    Doran, Christopher M; Ling, Rod; Byrnes, Joshua; Crane, Melanie; Shakeshaft, Anthony P; Searles, Andrew; Perez, Donna

    2016-01-01

    Public education mass media campaigns are an important intervention for influencing behaviour modifications. However, evidence on the effectiveness of such campaigns to encourage the population to reduce sun exposure is limited. This study investigates the benefits and costs of three skin cancer campaigns implemented in New South Wales from 2006-2013. This analysis uses Australian dollars (AUD) and 2010-11 as the currency and base year, respectively. Historical data on skin cancer were used to project skin cancer rates for the period 2006-2020. The expected number of skin cancer cases is derived by combining skin cancer rates, sunburn rates and relative risk of skin cancers due to sun exposure. Counterfactual estimates are based on sunburn exposure in the absence of the campaigns. Monetary values are attached to direct (treatment) and indirect (productivity) costs saved due to fewer skin cancer cases. Monetary benefits are compared with the cost of implementing the campaigns and are presented in the form of a benefit-cost ratio. Relative to the counterfactual (i.e., no campaigns) there are an estimated 13,174 fewer skin cancers and 112 averted deaths over the period 2006-2013. The net present value of these benefits is $60.17 million and the campaign cost is $15.63 million. The benefit cost ratio is 3.85, suggesting that for every $1 invested a return of $3.85 is achieved. Skin cancer public education mass media campaigns are a good investment given the likely extent to which they reduce the morbidity, mortality and economic burden of skin cancer.

  19. Longer term impact of the mass media campaign to promote the Get Healthy Information and Coaching Service®: increasing the saliency of a new public health program.

    Science.gov (United States)

    O'Hara, Blythe J; Phongsavan, Philayrath; Gebel, Klaus; Banovic, Debbie; Buffett, Kym M; Bauman, Adrian E

    2014-11-01

    The Get Healthy Information and Coaching Service® (GHS) was introduced in New South Wales in February 2009. It used mass reach media advertising and direct mail and/or proactive marketing to recruit participants. This article reports on the long-term impact of the campaign on GHS participation from July 2011 to June 2012. A stand-alone population survey collected awareness, knowledge, and behavioral variables before the first advertising phase, (n = 1,544, August-September 2010), during the advertising period (n = 1,500, February-March 2011; n = 1,500, June-July 2011; n = 1,500, February 2012), and after the advertising period (n = 1,500, June-July 2012). GHS usage data (n = 6,095) were collated during July 2011-June 2012. Unprompted and prompted awareness of GHS mass media significantly increased (0% to 8.0%, p advertising was present. Participants who cited mass media as their referral source were significantly more likely to enroll in the intensive coaching program. Mass media campaigns remain an effective method of promoting a telephone-based statewide lifestyle program.

  20. Patient and public understanding and knowledge of antimicrobial resistance and stewardship in a UK hospital: should public campaigns change focus?

    Science.gov (United States)

    Micallef, Christianne; Kildonaviciute, Kornelija; Castro-Sánchez, Enrique; Scibor-Stepien, Aleksandra; Santos, Reem; Aliyu, Sani H; Cooke, Fiona J; Pacey, Sarah; Holmes, Alison H; Enoch, David A

    2017-01-01

    The rising global tide of antimicrobial resistance is a well-described phenomenon. Employing effective and innovative antimicrobial stewardship strategies is an essential approach to combat this public health threat. Education of the public and patients is paramount to enable the success of such strategies. A panel of hospital multidisciplinary healthcare professionals was set up and a short quiz containing true/false statements around antimicrobial stewardship and resistance was designed and piloted. An educational leaflet with the correct replies and supporting information was also produced and disseminated. Participants were recruited on a single day (18 November 2015) from the hospital outpatient clinics and the hospital outpatient pharmacy waiting room. One hundred and forty-five completed quizzes were returned, providing a total of 1450 answers. Overall, 934 of 1450 (64%) statements were scored correctly whilst 481 (33%) were scored incorrectly; 35 (3%) statements were left unscored. We speculate that these results may demonstrate that respondents understood the statements, as only a small proportion of statements were left unanswered. The question dealing with the definition of antimicrobial resistance and the question dealing with the definition of antimicrobial stewardship obtained the most incorrect replies (85% and 72%, respectively). However, a specific factual recall question regarding only one microorganism (MRSA) received the most correct responses (99%). We describe a simple, innovative method of engagement with patients and the general public to help educate and disseminate important public health messages around antimicrobial resistance and stewardship. We also identified the need for public health campaigns to address the knowledge gaps found around this topic. © The Author 2016. Published by Oxford University Press on behalf of the British Society for Antimicrobial Chemotherapy. All rights reserved. For Permissions, please e-mail: journals.permissions@oup.com.

  1. Role of Narrative Perspective and Modality in the Persuasiveness of Public Service Advertisements Promoting HPV Vaccination.

    Science.gov (United States)

    Nan, Xiaoli; Futerfas, Michelle; Ma, Zexin

    2017-03-01

    In the context of public service advertisements promoting human papillomavirus (HPV) vaccination, the current research examines 1) the relative persuasiveness of narrative vs. non-narrative messages and 2) the influence of narrative perspective (first- vs. third-person) and modality (text-based vs. audio-based) on message effectiveness. Results of a controlled experiment (N = 121) suggested that both a non-narrative message and a first-person narrative message led to greater perceived risk of getting HPV than a third-person narrative message. There was no difference in risk perception between the non-narrative and first-person narrative conditions. These findings were confined to the text-based condition, however. When the messages were audio-based, no differential message effects were detected. The analysis also provided partial evidence for an indirect effect of narrative perspective on intentions to vaccinate against HPV through HPV risk perception. Theoretical and practical implications of the findings are discussed.

  2. PREPARING THE PUBLIC FOR COMMERCIALIZATION AND GUIDANCE OF STRUCTURAL MEDIA SPACE TOWARDS ITS FUSION WITH ADVERTISING SPACE

    Directory of Open Access Journals (Sweden)

    Marina Đukić

    2015-07-01

    Full Text Available Through genre structure analysis of the Television´s Zagreb First Channel schedule from the beginning of 1970´s till the end of the 1980´s accompanied by analysis of advertising in same period, the paper will examine the ways and intensity of commercialization entrance in Croatian media space dominated then by state media. Television schedule genre change and the broadcast of economic propaganda program will point out the different character of the television. It can be said that it will serve for preparing the public for commercialization entrance and guidance of structural media space towards its fusion with advertising one. The assumption is that in spite of the TV schedule change, which was in economic sense accompanied by economy reforms in order to establish market economy, the public wasn´t yet delivered to advertisers. One of the clarification lies in the role of the media, which then had revolutionary function with main purpose of not the voters’ generation but only to create patriots. The paper will reproduce a kind of public transformation genesis from latent status in state guided media system to same status of latent consumers in dual media model.

  3. 浅论广告设计中的公关运用%Application of Public Relations in Advertising Design

    Institute of Scientific and Technical Information of China (English)

    陈玲; 莫子娟

    2012-01-01

    Along with wide spread of the public relations activity in advertisement, the integration of advertisement and public relations plays an important role in shaping brand. For managing the relations, the corporation must integrate various marketing tools, and pay attention to communication. In the product expand, crisis management, it also develops the tremendous function. The public relations advertising create a world of communication and promotes the social economic development and the civilized advance in material.%随着公关活动在广告传播中的盛行,整合出具有广告和公关各项优势的公关广告不仅在品牌塑造上发挥作用.为了经营这些关系,企业必须有意识地将自己各种营销工具整合起来,用心营造沟通的世界.在产品推广、危机管理中,也发挥着极大的作用.公关广告用心营造沟通的世界,推动社会的经济发展促进物质文明的进步.

  4. Public health campaign to promote hand hygiene before meals in a college of veterinary medicine.

    Science.gov (United States)

    Heinrich, Ellen R E; KuKanich, Kate S; Davis, Elizabeth; White, Brad J

    2014-01-01

    Veterinary students can be exposed to environmental infectious agents in school that may include zoonotic pathogens. Encouraging effective hand hygiene can minimize the spread of zoonoses and promote public health and the One Health concept among veterinary students. The purpose of this study was to determine if a campaign could improve hand hygiene among veterinary students at extracurricular meetings serving meals. Nine Kansas State University College of Veterinary Medicine (KSU-CVM) extracurricular organizations participated in the study, sanitizer was provided at each meeting, and baseline hand-hygiene data were observed. A hand-hygiene opportunity was defined as any student observed to approach the buffet food line. Sanitizer use (yes/no) and gender (male/female) were recorded. Campaign interventions included a 3.5-minute educational video and a novel motivational poster. The video was presented to all first-year, second-year, and third-year veterinary students. Posters encouraging hand sanitization were displayed on doors and tables alongside sanitizers at each meeting. Observational hand-hygiene data were collected immediately after introduction of interventions and again 3 months later. Environmental sampling for presence of bacteria in and around meeting locations was also performed. Observed hand hygiene was lowest during baseline (11.0% ± 1.7), improved significantly post-intervention (48.8% ± 3.2), and remained improved at 3-month follow-up (33.5% ± 4.0). Females had higher probability of hand sanitizing (35.9% ± 2.2) than males (21.4% ± 2.4) (phand hygiene before meals.

  5. Evaluation of Military Service Youth Advertisements

    Science.gov (United States)

    2002-03-01

    the military, and to realign the market research program to better support military advertising . In Fiscal Years 2000 and 2001, a two-pronged...efforts and advertising campaigns that are based on sound market research. The Joint Recruiting Advertising Program (JRAP) and Joint Market Research...assess levels of support provided by advertising agencies, and to recommend improved marketing strategies. The Eskew-Murphy Advertising Review made a

  6. Changes in Obesity Awareness, Obesity Identification, and Self-Assessment of Health: Results from a Statewide Public Education Campaign

    Science.gov (United States)

    Tsai, Adam G.; Boyle, Tracy F.; Hill, James O.; Lindley, Corina; Weiss, Karl

    2014-01-01

    Background: Due to the high prevalence of obesity, individuals may be desensitized to weight as a personal health concern. Purpose: To evaluate changes in obesity awareness associated with a statewide public education campaign in Colorado. Methods: Cross-sectional random digit dial telephone surveys (n = 1,107 pre, n = 1101 post) were conducted…

  7. Increasing Frequency and Appropriateness of High School Teachers' Referrals for Speech Language Support Services by Implementing a Public Relations Campaign.

    Science.gov (United States)

    Weiner, Linda E.

    This practicum addressed the problem of high school students with speech and language impairments not receiving available support services because of under-identification of this population. A 3-month multiple channel public relations campaign was designed and implemented to train high school teachers in the identification and referral process.…

  8. Advertising information

    Institute of Scientific and Technical Information of China (English)

    2015-01-01

    Although all advertising material is expected to conform to ethical(medical)standards,inclusion in this publication does not constitute a guarantee or endorsement of the quality or value of such product or of the claims made of it by its manufacturer.Covered in the abstract and citation database Scopus~.Full text available on ScienceDirect~.

  9. “公益广告”多样化的语言表达技巧%Diversified language expression skills of public interest advertising

    Institute of Scientific and Technical Information of China (English)

    徐远水

    2015-01-01

    This article introduces a new type of advertisement which is different from the commodity advertisement in recent years.The new type of advertisement talks about the culture of the new public service ads,which expound the significance of public interest advertising.It lists a number of important advertising entries.The advertising words are listed not only classify the language expression methods,but also give a detailed description of the focus and difficulty of advertising content,style of writing.This paper also discusses the specific application of Chinese knowledge and writing skills in the public service advertis-ing.%文章介绍了近年出现的一种别于商品广告的新型广告———“讲文明树新风公益广告”,阐述了公益广告的意义。列举了许多很有意义的重要广告条目,将所列举的广告词从语言表达方法上作了分类,并就广告的内容、写法两方面的重点、难点作了较为详细的说明,论述了有关汉语知识和写作技巧在公益广告中的具体运用。

  10. Variations in food and drink advertising in UK monthly women's magazines according to season, magazine type and socio-economic profile of readers: a descriptive study of publications over 12 months.

    Science.gov (United States)

    Adams, Jean; Simpson, Emma; White, Martin

    2011-05-23

    Overweight and obesity are recognised nationally and internationally as key public health challenges. Food and drink advertising is one of the array of factors that influence both diet and physical activity choices and, hence, body weight and obesity. Little previous work has focused on food and drink advertising in magazines. We studied food and drink advertising in a wide range of popular UK monthly women's magazines published over a full year. We explored differences in the prevalence of food and drink advertising and the type of food and drinks advertised according to season, magazine type and socio-economic profile of readers. All advertisements in all issues of 18 popular UK monthly women's magazines published over 12 months were identified. For each food or drink advertisement, branded food and drinks were noted and categorised into one of seven food groups. All analyses were at the level of the individual advertisement. A total of 35 053 advertisements were identified; 1380 (3.9%) of these were for food or drink. The most common food group represented was 'food and drinks high in fat and/or sugar' (28.0% of food advertisements), the least common group was 'fruits & vegetables' (2.0% of food advertisements). Advertisements for alcohol accounted for 10.1% of all food advertisements. Food and drink advertisements were most common in summer, general interest magazines, and those with the most affluent readerships. There were some differences in the type of food and drink advertised across season, magazine type and socio-economic profile of readers. Food and drink advertisements represented only a small proportion of advertisements in UK women's monthly magazines. Food and drink advertisements in these magazines feature a high proportion of 'less healthy' foods. There were a number of differences across season, magazine type and according to the socio-economic profile of readers in the prevalence of food and drink advertisements. Fewer differences were seen in

  11. Public Relations Writing "Is" Different.

    Science.gov (United States)

    Detweiler, John S.

    Because public relations (PR) writing is different from the writing required in journalism, broadcasting, and advertising, PR practitioners require a background in editing, graphics, planning, campaigning, special events, public opinion, and evaluation beyond that required of a newswriter. Responses to a survey of 38 PR educators across the nation…

  12. Evaluation of an Online Campaign for Promoting Help-Seeking Attitudes for Depression Using a Facebook Advertisement: An Online Randomized Controlled Experiment

    National Research Council Canada - National Science Library

    Hui, Alison; Wong, Paul Wai-Ching; Fu, King-Wa

    2015-01-01

    ... for depression and to enhance mental health literacy in Hong Kong. The second aim was to examine click-through behaviors by varying the affective facial expressions of people in the Facebook advertisements...

  13. Raising Public Awareness of Clinical Trials: Development of Messages for a National Health Communication Campaign.

    Science.gov (United States)

    Massett, Holly A; Dilts, David M; Bailey, Robert; Berktold, Jennifer; Ledsky, Rebecca; Atkinson, Nancy L; Mishkin, Grace; Denicoff, Andrea; Padberg, Rose Mary; Allen, Marin P; Silver, Karen; Carrington, Kelli; Johnson, Lenora E

    2017-05-01

    Clinical trials are essential for developing new and effective treatments and improving patient quality of life; however, many trials cannot answer their primary research questions because they fall short of their recruitment goals. This article reports the results of formative research conducted in two populations, the public and primary care physicians, to identify messages that may raise awareness and increase interest in clinical trials and be used in a national communication campaign. Results suggested that participants were primarily motivated to participate in clinical trials out of a self-interest to help themselves first. Messages illustrated that current treatments were tested via clinical trials, helped normalize trials as routine practices, and reduced concerns over trying something new first. Participants wanted messages that portray trials as state-of-the-art choices that offer some hope, show people like themselves, and are described in a clear, concise manner with actionable steps for them to take. The study revealed some differences in message salience, with healthy audiences exhibiting lower levels of interest. Our results suggest that targeted messages are needed, and that communication with primary health-care providers is an important and necessary component in raising patient awareness of the importance of clinical trials.

  14. [Malaria in pictures: images from Brazil's public health campaigns in the first half of the twentieth century].

    Science.gov (United States)

    Hochman, Gilberto; Mello, Maria Teresa Bandeira de; Santos, Paulo Roberto Elian dos

    2002-01-01

    The article discusses a set of pictures that illustrate public health activities, practices, and campaigns against malaria in Brazil from 1918 through 1956. Exemplary of certain key moments in this history, the illustrations belong to three archives from the Casa de Oswaldo Cruz/Fundação Oswaldo Cruz collection: Arquivo Belisário Penna, Arquivto Fundação Rockefeller ("Serviço de Malária do Nordeste" series), and Arquivo Rostan Soares. The article links these photographic records to their specific historical-public health contexts and to the campaign models and strategies represented by each archive. It also draws relations with the 20th -century history of the photographic medium itself. It is argued that these images of malaria constitute prime sources in constructing a visual history of the disease in 20th -century Brazil and of the country's public health history.

  15. SELECTED ASPECTS OF THE IMPLEMENTATION OF ACTIVE MARKETING CAMPAIGN TO RAISE AWARENESS AND PROMOTE PUBLIC TRANSPORT SERVICES IN RURAL AREAS

    Directory of Open Access Journals (Sweden)

    Katarzyna NOSAL

    2016-09-01

    Full Text Available The article presents selected aspects of the implementation of the EU’s SmartMove project, which aims to promote feeder public transport systems in rural areas through the implementation of an active marketing campaign (AMC. Campaigns of this type are connected with providing general and personalized information concerning the functioning of public transport services. In the article, characteristics of one of the implementation areas of the project are presented, namely, the Liszki district near Cracow. Transport services were also evaluated. In addition, selected results are presented from a survey that was conducted among residents of the area from the point of view of the implementation of the AMC. The results concerned data about the means of transport that were currently used for travelling, the knowledge of bus services, the reasons for their use and the factors that might encourage residents to use public transport

  16. Improving understanding, promoting social inclusion, and fostering empowerment related to epilepsy: Epilepsy Foundation public awareness campaigns--2001 through 2013.

    Science.gov (United States)

    Price, P; Kobau, R; Buelow, J; Austin, J; Lowenberg, K

    2015-03-01

    It is a significant public health concern that epilepsy, the fourth most common neurological disorder in the United States, is generally poorly understood by both the public and those living with the condition. Lack of understanding may magnify the challenges faced by those with epilepsy, including limiting treatment opportunities, effective management of symptoms, and full participation in daily life activities. Insufficient awareness of epilepsy and appropriate seizure first aid among the public and professionals can result in insufficient treatment, inappropriate seizure response, physical restraint, social exclusion, or other negative consequences. To address the need for increased public education and awareness about epilepsy, the national Epilepsy Foundation, supported by the Centers for Disease Control and Prevention, has conducted yearly multifaceted public education and awareness campaigns designed to reach the broad population and targeted segments of the population including youth, young adults, racial/ethnic groups (i.e., African-, Hispanic-, and Asian-Americans), and people with epilepsy and their caregivers. Campaign channels have included traditional media, social media, and community opinion leaders and celebrity spokespersons. The key activities of these campaigns, conducted from 2001 to 2013, are summarized in this report.

  17. [Social marketing and public policies for health: campaign to promote smoke-free spaces in Mexico].

    Science.gov (United States)

    Villalobos, Víctor; Ramírez, Olivia Ortiz; Thrasher, James F; Santillán, Edna Arillo; Hernández, Rosaura Pérez; Cedillo, Claudia; González, Wendy

    2010-01-01

    "Porque todos respiramos lo mismo" is a mass media campaign to promote smoke-free places (SFP). The development stages were: strategic planning; formative research; message development; media plan; and impact evaluation. Development involved formation of a coalition of key actors in various sectors. The target population was smokers and nonsmokers, with the aim of changing social norms around SFP. Nonsmokers were targeted because they comprised the majority and were most likely to appreciate the benefits of SFPs. Campaign materials were aired on television, radio, print and on billboards. One key limitation was the lack of evidence for previous campaigns, which increased the importance of formative research and of including a rigorous evaluation for this one. The campaign evaluation indicates a significant impact, which suggests that future campaigns use similar strategies in their development.

  18. 32 CFR 705.13 - Commercial advertising.

    Science.gov (United States)

    2010-07-01

    ... encourages cooperation with advertisers. However, the layout, artwork and text of the proposed advertisement... exclusively for the use of an advertiser. (d) Navy cooperation in commercial advertising, publicity and other... 32 National Defense 5 2010-07-01 2010-07-01 false Commercial advertising. 705.13 Section...

  19. 'Born in Michigan? You're in the biobank': engaging population biobank participants through Facebook advertisements.

    Science.gov (United States)

    Platt, J E; Platt, T; Thiel, D; Kardia, S L R

    2013-01-01

    Despite a broad call for biobanks to use social media, data is lacking regarding the capacity of social media tools, especially advertising, to engage large populations on this topic. We used Facebook advertising to engage Michigan residents about the BioTrust for Health. We conducted a low-budget (social media campaign targeting Michigan residents aged 18-28. We placed 25 Facebook advertisements and analyzed their performance in terms of reach and cost across 3 engagement types: passive, active and interactive. We compared engagement before, during and after the campaign. The Facebook page was viewed 1,249 times during the month of the advertising campaign, versus once in the month prior. 779,004 Michigan residents saw ads an average of 25.8 times; 4,275 clicked ads; the average click-through-ratio was 0.021%. Interactions included 516 'likes' and 30 photo contest entries. Cost per outcome ranged from social media strategy to build public awareness about biobanking is not likely to be effective without a promotional 'push' to distribute content. Social media advertisements have the capacity to scale-up engagement on biobanking while keeping costs manageable. Facebook advertisements provide necessary access points for unaware participants, with implications for public trust. Copyright © 2013 S. Karger AG, Basel.

  20. How effective is the revised regulatory code for alcohol advertising in Australia?

    Science.gov (United States)

    Jones, Sandra C; Hall, Danika; Munro, Geoffrey

    2008-01-01

    Australia, like several other countries, has a self-regulatory approach to advertising. However, in recent years the effectiveness of the regulatory system has been questioned, and there have been increasing public calls for an overhaul of the system. Following a formal review in 2003, the Ministerial Council on Drug Strategy proposed a revised Alcoholic Beverages Advertising Code (ABAC), which came into operation in 2004. The purpose of the present study was to examine the effectiveness of this revised system. From May 2004 until March 2005 television and magazine advertising campaigns were monitored for alcohol products. Over this period 14 complaints against alcohol advertisements were lodged with the self-regulatory board, and the authors recruited an independent expert panel to assess the advertisements and complaints. In eight of the 14 cases a majority of the judges perceived the advertisement to be in breach of the code, and in no cases did a majority perceive no breach. Conversely, however, none of the complaints were upheld by the Advertising Standards Board (ASB) and only one by the ABAC Panel. The results of this study suggest that the decisions made by the ASB in relation to complaints against alcohol advertisements are not in harmony with the judgement of independent experts, and that the ASB may not be performing an adequate job of representing community standards or protecting the community from offensive or inappropriate advertisements. Further, it appears that the revisions to the ABAC code, and associated processes, have not reduced the problems associated with alcohol advertising in Australia.

  1. Campañas de prevención del cáncer en el contexto de la Publicidad de Servicio Público: un análisis de los mensajes y de los recursos creativos.Campanhas de prevenção do cancro no contexto da Publicidade de Serviço Púbico: uma análise das mensagens e dos recursos criativos.Campaigns for cancer prevention in the context of Public Service Advertising: an analysis of messages and creative resources

    Directory of Open Access Journals (Sweden)

    Maria van Schoor

    2011-01-01

    Full Text Available The present study aims to understand the structure of preventive campaigns against cancer focusing on the arguments that are used and the way they are transmitted. The research work comprised a content analysis of 72 advertising films produced in various continents representing, in general, the different approaches used nowadays in this field. We can point out, as main conclusions, that the cancer prevention campaigns use a considerable percentage of positive approaches, do not use fear appeals or display the shocking consequences as a result of negligent behaviour. The main messages emphasize prevention through creative formats that intend to establish an empathy and proximity with the target audience.Con este trabajo pretendemos comprender la estructura de las campañas de prevención del cáncer a nivel internacional, incidiendo en el análisis de los argumentos utilizados y la forma en la que estos son transmitidos. Realizamos un análisis de contenido de 72 anuncios publicitarios audiovisuales procedentes de diversos continentes y que ilustran, en gran parte, los diferentes abordajes utilizados actualmente en este campo. Fue posible constatar que las campañas de prevención del cáncer utilizan un porcentaje considerable de anuncios desde una perspectiva positiva, en los cuales no se utiliza el miedo ni consecuencias impactantes como resultado de los comportamientos de riesgo. En su mayoría, los anuncios utilizan un abordaje positivo, desde una óptica preventiva, a través de formatos creativos que procuran una gran empatía y proximidad con los destinatarios del mensaje.Este estudo tem como objectivo comprender a estrutura das campanhas de prevenção contra o cancro, a nível internacional, incidindo a sua análise sobre os argumentos utilizados e sobre a forma como são transmitidos. Na componente empírica do trabalho, realizou-se uma análise de conteúdo de 72 filmes publicitários provenientes de diversos continentes e que

  2. Advertising of contraception.

    Science.gov (United States)

    1978-04-01

    It is estimated that 1.7 million fertile and sexually active women in Great Britain do not use any reliable form of contraception. There is a need for better information regarding contraception, a need which could be filled by commercial advertising of family planning in general and specific contraceptive products in particular. Mass media and public advertising of family planning services is permitted in Britain. Funds available for such purposes are inadequate for continued advertising. The law should be changed to allow advertising for specific brands of condoms, spermicides, and pills. IUDs and diaphragms are used in too small numbers to make advertising worthwhile. The objection to contraceptive advertising is that it would be offensive to the public. However, public opinion research confounds this theory.

  3. 公益广告与绿色素质教育%Public Service Advertising and Green Quality Education

    Institute of Scientific and Technical Information of China (English)

    杜新宇; 沈曦; 蒋泽群

    2015-01-01

    This report regards human beings'consciousness of ecological civilization and related behaviors as the "Green Quality". In order to make further investigation on improving teenagers' green quality, this report beginning from social criticism and taking advantage of daily public service announcements makes the analysis from the three aspects, the necessities of cultivating teenagers' green quality, various perspectives of public services advertisement, the situation of public services advertisements; hopefully, every people could develop the consciousness of environment with green quality thus contributing to the environment.%这篇论文把人的生态文明意识及行为定义为绿色素质,为了进一步探究如何增强青少年的绿色素质,该论文从社会舆论入手,利用人们所广泛接触的电视媒体中的公益广告,从培养青少年绿色素质的必要性、公益广告面面观、环保类公益广告现状及改善策略三个方面作了简要分析. 希望每个人从小就树立环保意识,形成绿色素质,还地球一片绿.

  4. Parents welcome "hard-hitting" campaign.

    Science.gov (United States)

    1994-01-01

    The FPA (Family Planning Association)'s recent pilot campaign to encourage parents to talk to their children about sex has generated an excellent response rate. Funded by the Department of Health as part of "The health of the nation" efforts to reduce unplanned teenage pregnancies, the campaign centered on two radio advertisements. Aired during March in Greater London and North West England, the advertisements featured a free phone number from which people could obtain free copies of the booklet "Answering your child's questions," part of the FPA's "Growing Up" series. Nearly 7500 copies of the booklet were distributed in response to over 5000 requests--2500 rang in the first week alone. Most requests were from parents (69% mothers, 31% fathers) with one to three children aged between 7 and 13. Over 1000 requests were from parents with children under 7. Hundreds of schools, youth clubs, health professionals and voluntary organizations requested multiple booklets for use in their work. Research carried out to gauge public reaction showed overwhelming support for the campaign's message, demonstrating the immense need by parents for information in this area. "Answering your child's questions" was praised for being "open, direct and easy to follow." One parent said, "The booklet arms parents with the right way of putting information across." Parents described the advertisements as "hard-hitting" and "attention-grabbing." One listener commented: "They really stopped me in my tracks." FPA director Doreen Massey said: "The favorable reaction to the campaign is extremely encouraging. We are looking at ways to relay this pilot effort into a full-scale UK-wide campaign next year."

  5. Teaching Health Campaigns by Doing Health Campaigns

    Science.gov (United States)

    Neuberger, Lindsay

    2017-01-01

    Courses: Health Campaigns, Health Communication,Communication Campaigns, Public Relations Campaigns, Persuasion. Objectives: Students will demonstrate their ability to work effectively both individually and in teams to apply "health communication" theory to emerging, practical, on-campus health issues via formative research, multimodal…

  6. Patient satisfaction point-of-care technology makes media waves. Public relations campaign heightens presence for GetWell:)Network.

    Science.gov (United States)

    2007-01-01

    GetWell:)Network, a Bethesda, MD-based interactive patient care provider, had the right tool. What it didn't have was the means to get the word out about that tool. So in September 2006, the provider tapped Waltham, MA-based healthcare public relations agency Schwartz Communications to design and execute a national media relations campaign about the PatientLife:)System, GetWell's interactive educational bedside tool.

  7. 49 CFR 1242.84 - Marketing, sales, and public relations and advertising (accounts XX-63-88, XX-63-89 and XX-63-93).

    Science.gov (United States)

    2010-10-01

    ... 49 Transportation 9 2010-10-01 2010-10-01 false Marketing, sales, and public relations and advertising (accounts XX-63-88, XX-63-89 and XX-63-93). 1242.84 Section 1242.84 Transportation Other... PASSENGER SERVICE FOR RAILROADS 1 Operating Expenses § 1242.84 Marketing, sales, and public relations...

  8. "Be ready against cancer, now": direct-to-consumer advertising for genetic testing.

    Science.gov (United States)

    William-Jones, Bryn

    2006-04-01

    A recent addition to the debate about the benefits and harms of direct-to-consumer (DTC) advertising of medicines and pharmaceuticals is a growing critique of DTC marketing and sale of genetic tests. Academic and policy literatures exploring this issue have, however, tended to focus on the sale of genetic tests, paying rather less attention to the particular implications of advertising. The globalization of broadcast media and ever increasing access to the Internet mean that public exposure to advertising for medical technologies is a reality that national regulatory bodies will be hard pressed to constrain. Working through a case study detailing Myriad Genetics' 2002 pilot advertising campaign for their BRACAnalysis genetic susceptibility test for hereditary breast and ovarian cancer, this paper highlights some of the diverse and often overlooked and unregulated approaches to DTC advertising, and the associated social, ethical and policy implications.

  9. THE BUSINESS OF WELLNESS: THE HEALTH INSURANCE INDUSTRY’S RESPONSE TO PUBLIC HEALTH CAMPAIGNS, 1960-1990

    Directory of Open Access Journals (Sweden)

    Christiane Diehl-Taylor

    1999-01-01

    Full Text Available This paper examines the health insurance industry’s response to the welliness movement between 1960 and 1990. Based primarily on insurance and personnel management trade publications, it argues that the health insurance industry cautiously joined the weliness campaigns of the 70s and 80s despite its on-going reservations regarding the actuarial basis for rate differentials. The industry’s business-like conservatism was overcome by its recognition of wellness promotion as a cost-control measure, public relations tool, and means to stave off the threat of further governmental oversight and regulation.

  10. Brand Revitalization: Penciptaan Brand Image Produk Green Sands Bebas Alkohol melalui Marketing Communication (Advertising dan Public Relation pada PT Multi Bintang Indonesia Tb

    Directory of Open Access Journals (Sweden)

    Cooky Tri Adhikara

    2011-05-01

    Full Text Available PT Multi Bintang Indonesia is a beverages production company, and one of its products are Green Sands. In early 2002, Green Sands revitalize to Green Sands Alcohol-Free and communicated through several promotional tools, including advertising and public relations. This study examines what brand image embedded on the consumers, and what is the level of influence of advertising and public relations toward the creation of brand image of products Green Sands Alcohol-Free. The research methods used in this study is test Cochran, multiple regression, and cobwebs. The result, brand image that is embedded in consumer brand is cool and trendy and unique and refreshing taste. Advertising and public relations by creating a brand image is only 7.2%, the rest from other factors. Brand image is embedded in the customers had not yet reached the desired scale of the company. 

  11. Private governance, public purpose? Assessing transparency and accountability in self-regulation of food advertising to children.

    Science.gov (United States)

    Reeve, Belinda

    2013-06-01

    Reducing non-core food advertising to children is an important priority in strategies to address childhood obesity. Public health researchers argue for government intervention on the basis that food industry self-regulation is ineffective; however, the industry contends that the existing voluntary scheme adequately addresses community concerns. This paper examines the operation of two self-regulatory initiatives governing food advertising to children in Australia, in order to determine whether these regulatory processes foster transparent and accountable self-regulation. The paper concludes that while both codes appear to establish transparency and accountability mechanisms, they do not provide for meaningful stakeholder participation in the self-regulatory scheme. Accordingly, food industry self-regulation is unlikely to reflect public health concerns or to be perceived as a legitimate form of governance by external stakeholders. If industry regulation is to remain a feasible alternative to statutory regulation, there is a strong argument for strengthening government oversight and implementing a co-regulatory scheme.

  12. Intertextuality of Public Service Advertisement Discourses%公益广告语篇的互文性

    Institute of Scientific and Technical Information of China (English)

    张雷刚

    2011-01-01

    Intertextuality,the common feature of all discourses,finds wide applications in discourse analysis.The article,via the intertextuality theory,studies the three types of intertextuality of public service advertisement,namely specific,generic,and cultural intertextualities,and also their pragmatic functions,thus offering a new design and interpretation perspective to authors and readers of public service advertisements separately.%互文性是所有语篇的特性,互文性理论被广泛地应用在语篇分析中。运用互文性理论,研究公益广告的三种互文性,包括细节互文性、体裁互文性和文化互文性,以及它们的语用功能,从而为公益广告的作者和读者分别提供一个新的设计和解读视角。

  13. Commercialism in Public Schools: A Study of the Perceptions of Superintendents Accepting Corporate Advertising in Virginia

    OpenAIRE

    Browder, Bobby R.

    2007-01-01

    School districts cross the country are facing tight budgets and increased demands on resources and as result have turned to commercial sources for assistance with funding gym floors, lighting for athletic complexes, athletic fields, and sports equipment (Adams 1999; Bell 2002a; Brunkow 2001; Molnar 2002). Businesses are increasingly making inroads into classrooms, particularly, in underfunded schools. In exchange for advertising space and marketing research, businesses provide money, teaching...

  14. Public Reactions to Celebrity Cancer Disclosures via Social Media: Implications for Campaign Message Design and Strategy

    Science.gov (United States)

    Pavelko, Rachelle L.; Myrick, Jessica Gall; Verghese, Roshni S.; Hester, Joe Bob

    2017-01-01

    Objective: The aim of this study was to analyse social media users' reactions to a celebrity's cancer announcement in order to inform future cancer-related campaigns. Design: A content analysis of Facebook users' written responses to the actor Hugh Jackman's 2013 post announcing his skin cancer diagnosis. Setting: Facebook's application…

  15. Making Cents in Public Schools: Positive and Negative Campaigning in K-12 School Finance Elections

    Science.gov (United States)

    Levine, Elliott

    2005-01-01

    School administrators are increasingly facing concerted opposition to budget and bond referenda. Often, opponents deploy negative campaigning to advance their intentions; that is, they disseminate misinformation in an effort to dissuade voters from casting positive votes. This article compares and contrasts strategies used by proponents and…

  16. Identifying like-minded audiences for global warming public engagement campaigns: an audience segmentation analysis and tool development.

    Directory of Open Access Journals (Sweden)

    Edward W Maibach

    Full Text Available BACKGROUND: Achieving national reductions in greenhouse gas emissions will require public support for climate and energy policies and changes in population behaviors. Audience segmentation--a process of identifying coherent groups within a population--can be used to improve the effectiveness of public engagement campaigns. METHODOLOGY/PRINCIPAL FINDINGS: In Fall 2008, we conducted a nationally representative survey of American adults (n = 2,164 to identify audience segments for global warming public engagement campaigns. By subjecting multiple measures of global warming beliefs, behaviors, policy preferences, and issue engagement to latent class analysis, we identified six distinct segments ranging in size from 7 to 33% of the population. These six segments formed a continuum, from a segment of people who were highly worried, involved and supportive of policy responses (18%, to a segment of people who were completely unconcerned and strongly opposed to policy responses (7%. Three of the segments (totaling 70% were to varying degrees concerned about global warming and supportive of policy responses, two (totaling 18% were unsupportive, and one was largely disengaged (12%, having paid little attention to the issue. Certain behaviors and policy preferences varied greatly across these audiences, while others did not. Using discriminant analysis, we subsequently developed 36-item and 15-item instruments that can be used to categorize respondents with 91% and 84% accuracy, respectively. CONCLUSIONS/SIGNIFICANCE: In late 2008, Americans supported a broad range of policies and personal actions to reduce global warming, although there was wide variation among the six identified audiences. To enhance the impact of campaigns, government agencies, non-profit organizations, and businesses seeking to engage the public can selectively target one or more of these audiences rather than address an undifferentiated general population. Our screening instruments

  17. La retirada de una campaña publicitaria para promoción de la vacuna tetravalente del virus del papiloma humano en España Withdrawal of an advertising campaign to promote the quadrivalent human papilloma virus vaccine in Spain

    Directory of Open Access Journals (Sweden)

    Marta Martín-Llaguno

    2010-01-01

    Full Text Available La inclusión de la vacuna tetravalente del virus del papiloma humano (VPH en el Sistema Nacional de Salud aviva el debate sobre Gardasil®, presentada ante la opinión pública como «la vacuna contra el cáncer de cérvix». En este contexto, Sanofi Pasteur MSD es demandada por publicidad engañosa por la campaña cuentaselo.org. Pese a que la querella no se admite a trámite, la acción desencadena cinco cambios en la titularidad del dominio de la web que, avalada por sociedades científicas, queda sin razón legal. Por vulnerar la Ley de la Sociedad de Servicios de la Información, y ante la sospecha de que detrás está la farmacéutica (que no puede hacer publicidad de su producto, la plataforma para la moratoria de la vacuna del virus del papiloma humano reclama a la Sociedad Española de Ginecología y Obstetricia (presente en la web ante Autocontrol. Sanofi Pasteur MSD, anunciante no mencionado, «acepta la reclamación y da de baja la web», corroborando así su implicación.The inclusion of the quadrivalent human papilloma virus (HPV vaccine in the schedule of the Spanish National Health System sparked the debate over Gardasil®, which was presented to the public as a "vaccine against cervical cancer". In this context, Sanofi Pasteur MSD was sued for misleading advertising in the campaign "cuentaselo.org". Although the complaint was not admitted, the lawsuit triggered five changes in the ownership of the web domain which, although backed by scientific societies, was not supported by law. Because of the violation of the Law of the Society of Information Services, and prompted by the suspicion that the pharmaceutical company was behind these changes (as it could not advertise the product, the platform for the moratorium on the HPV vaccine filed a complaint against the Spanish Society of Gynecology and Obstetrics (whose logo appeared on the webpage for breaching the code of advertising self-regulation. Sanofi Pasteur MSD, the advertiser

  18. The effectiveness of cross-media advertising under simultaneous media exposure: combining online and radio advertisements

    NARCIS (Netherlands)

    Voorveld, H.

    2011-01-01

    Inspired by the proliferating use of cross-media campaigns by advertisers, this study gives insight into the effectiveness of combining online and radio advertising. Because consumers started to use several media simultaneously, we investigated these advertising effects by exposing participants simu

  19. The effectiveness of cross-media advertising under simultaneous media exposure: combining online and radio advertisements

    NARCIS (Netherlands)

    Voorveld, H.

    2011-01-01

    Inspired by the proliferating use of cross-media campaigns by advertisers, this study gives insight into the effectiveness of combining online and radio advertising. Because consumers started to use several media simultaneously, we investigated these advertising effects by exposing participants

  20. The male heart and the female mind: a study in the gendering of antidepressants and cardiovascular drugs in advertisements in Irish medical publication.

    Science.gov (United States)

    Curry, Phillip; O'Brien, Marita

    2006-04-01

    Stereotypes which suggest that cardiovascular disease and depression are related to gender can have consequences for the mental and physical health outcomes of both men and women. This study examines how these stereotypes may be reinforced by medical publications advertising for cardiovascular and antidepressant medication. A random sample of 61 (with no repeats) advertisements which appeared in Irish medical publications between July 2001 and December 2002 were analysed using both content and semiotic analysis. Results indicate that the meanings created by advertisers for cardiovascular drugs and antidepressants did in fact gender these products. Women were depicted as the predominant users of antidepressants and men as the main users of cardiovascular drugs. The images used identified two stereotyped patients: the 'male' heart patient and the depressed 'female' patient. Furthermore, the imagery and language used to promote the two categories of medication tended to strengthen gendered associations.

  1. Some Advertising Sales Tips.

    Science.gov (United States)

    Schick, C. Dennis

    1980-01-01

    Enumerates information that advertising sales people for school newspapers should have before they call on potential customers. Includes ideas on what to know about a number of items, including the publication, readers and nonreaders, advertising, sales opportunities, prospects, prospects' problems, shopping factors, and stores' images. (TJ)

  2. Some Advertising Sales Tips.

    Science.gov (United States)

    Schick, C. Dennis

    1980-01-01

    Enumerates information that advertising sales people for school newspapers should have before they call on potential customers. Includes ideas on what to know about a number of items, including the publication, readers and nonreaders, advertising, sales opportunities, prospects, prospects' problems, shopping factors, and stores' images. (TJ)

  3. [Vaccination campaigns against poliomyelitis in Spain in 1963].

    Science.gov (United States)

    Rodríquez Sánchez, Juan Antonio; Seco Calvo, Jesús

    2009-01-01

    Two anti-poliomyelitic vaccination campaigns coexisted in 1963: the Salk vaccine used by the Compulsory Health Insurance and the pilot experience with the oral Sabin vaccine promoted by the Health General Office. This simultaneity of campaigns was due to the interest that both bodies had to control the Preventive Medicine in Spain. The Compulsory Sickness Insurance used the anti-polio vaccine to promote itself socially in a time when the Basic Law on Social Security was being developed. Under these circumstances, the Health General Office allegedly brought forward its vaccine campaign by using a test of an innovative oral trivalent vaccine in the province of León, something which was hidden to the public. The Health General Office's claim of competence in prevention and the need of a massive response to a voluntary vaccine led to a singular advertising campaign with old messages in innovative means of communication.

  4. 公益广告语言的修辞格式探析%Analysis of the rhetoric of public welfare advertising language

    Institute of Scientific and Technical Information of China (English)

    刘春杰

    2014-01-01

    Public service advertising in general is the government, media, enterprises, public institutions and other units or groups. Public service advertising is mainly to obtain the social and public interests, not for profit purposes of advertising. The main focus of social hot spot, show"the world's injustice and reality", improve our spiritual and cultural level and moral norms in the certain extent. Based on figures in public service advertisement, to show the charm and the beauty of the language.%公益广告的发布一般由政府、媒体、企业、公共机构等单位或团体。公益广告主要是谋求社会公共利益,不以营利为目的广告。主要关注社会热点,展示“世界的不公和真实”,在一定的程度上提高我们的精神文化水平和道德规范。本文通过对公益广告中的修辞格加以探析,向大家展示语言的魅力和美感。

  5. ‘Born in Michigan? You’re in the Biobank’: Engaging Population Biobank Participants through Facebook Advertisements

    Science.gov (United States)

    Platt, J.E.; Platt, T.; Thiel, D.; Kardia, S.L.R.

    2016-01-01

    Background/Aims Despite a broad call for biobanks to use social media, data is lacking regarding the capacity of social media tools, especially advertising, to engage large populations on this topic. Methods We used Facebook advertising to engage Michigan residents about the BioTrust for Health. We conducted a low-budget (social media campaign targeting Michigan residents aged 18–28. We placed 25 Facebook advertisements and analyzed their performance in terms of reach and cost across 3 engagement types: passive, active and interactive. We compared engagement before, during and after the campaign. Results The Facebook page was viewed 1,249 times during the month of the advertising campaign, versus once in the month prior. 779,004 Michigan residents saw ads an average of 25.8 times; 4,275 clicked ads; the average click-through-ratio was 0.021%. Interactions included 516 ‘likes’ and 30 photo contest entries. Cost per outcome ranged from social media strategy to build public awareness about biobanking is not likely to be effective without a promotional ‘push’ to distribute content. Social media advertisements have the capacity to scale-up engagement on biobanking while keeping costs manageable. Facebook advertisements provide necessary access points for unaware participants, with implications for public trust. PMID:23796763

  6. “The effects of demarketing campaigns on consumption and consumer behaviour. A study of smokers in the UK

    OpenAIRE

    Nanji, Naveed Firoz

    2015-01-01

    Tobacco consumption is a controversial habit in society and has been heavily demarketed throughout the years due to the effects it causes consumers. Governments together with social marketers have attempted to reinforce these campaigns through increase in prices, changing packaging regulations and reducing availability of these products to the public on the governments’ side and social marketers have set out anti-smoking campaigns to educate consumers on the dangers of smoking. Advertising on...

  7. The rise of digital direct-to-consumer advertising?: Comparison of direct-to-consumer advertising expenditure trends from publicly available data sources and global policy implications.

    Science.gov (United States)

    Mackey, Tim K; Cuomo, Raphael E; Liang, Bryan A

    2015-06-19

    Pharmaceutical marketing is undergoing a major shift in the United States, in part due to new transparency regulations under the healthcare reform act. Changes in pharmaceutical marketing practices include a possible shift from more traditional forms of direct-to-consumer advertising towards emerging use of Internet-based DTCA ("eDTCA") given the growing importance of digital health or "eHealth." Though legally allowed only in the U.S. and New Zealand, eDTCA poses novel regulatory challenges, as it can cross geopolitical boundaries and impact health systems and populations outside of these countries. We wished to assess whether changes in DTCA and eDTCA expenditure trends was occurring using publicly available pharmaceutical marketing data. DTCA data was analyzed to compare trends in aggregate marketing expenditures and to assess if there were statistically significant differences in trends and magnitudes for data sources and DTCA sub-categories (including eDTCA). This was accomplished using regression lines of DTCA trend data and conducting pairwise comparisons of regression coefficients using t-tests. Means testing was utilized for comparing magnitude of DTCA expenditure. Data from multiple data sources indicate that aggregate DTCA expenditures have slightly declined during the period from 2005-2009 and are consistent with results from other studies. For DTCA sub-categories, television remained the most utilized form of DTCA, though experienced trends of declining expenditures (-13.2 %) similar to other traditional media platforms such as radio (-30.7 %) and outdoor ads (-12.1 %). The only DTCA sub-category that experienced substantial increased expenditures was eDTCA (+109.0 %) and it was the only medium that had statistically significant differences in its marketing expenditure trends compared to other DTCA sub-categories. Our study indicates that traditional DTCA marketing may be on the decline. Conversely, the only DTCA sub-category that experienced

  8. The Highway Safety Mass Media Youth Project: A Media Campaign Aimed at Drunk Driving and Seat Belt Use.

    Science.gov (United States)

    Blosser, Betsy J.; And Others

    To address the issues of drunk driving and failure to use car restraints among teens and young adults, a 21-month-long media campaign has been developed especially for the 15- to 24-year-old audience to compare the effectiveness of paid advertisements and public service announcements. A formative research approach to message design will be used to…

  9. The Highway Safety Mass Media Youth Project: A Media Campaign Aimed at Drunk Driving and Seat Belt Use.

    Science.gov (United States)

    Blosser, Betsy J.; And Others

    To address the issues of drunk driving and failure to use car restraints among teens and young adults, a 21-month-long media campaign has been developed especially for the 15- to 24-year-old audience to compare the effectiveness of paid advertisements and public service announcements. A formative research approach to message design will be used to…

  10. Kids learn advertising hands on. Corbett HealthConnect teams with pre-teens to launch an education program.

    Science.gov (United States)

    Herreria, J

    1997-01-01

    Scott Cotherman, president and CEO of Corbett HealthConnect, Chicago, has found a better way to explain advertising to school children. He takes them out of the classroom into his offices and assigns them to create a public service awareness campaign to help improve the health of America's youth. Now, he's refining the program and thinking of offering it to his clients.

  11. Public Commitment, Resistance to Advertising, and Leisure Promotion in a School-Based Drug Abuse Prevention Program: A Component Dismantling Study

    Science.gov (United States)

    Hernández-Serrano, Olga; Griffin, Kenneth W.; García-Fernández, José Manuel; Espada, Mireia; Orgilés José P.

    2013-01-01

    The objective of the present study was to examine the contribution of three intervention components (public commitment, resistance to advertising, and leisure promotion) on alcohol and protective variables in a school-based substance use prevention program. Participants included 480 Spanish students aged from 14 to 16 who received the…

  12. Brand Revitalization: Penciptaan Brand Image Produk Green Sands Bebas Alkohol Melalui Marketing Communication (Advertising dan Public Relation Pada Pt Multi Bintang Indonesia Tbk.

    Directory of Open Access Journals (Sweden)

    Cooky Tri Adhikara

    2011-04-01

    multiple regression, and cobwebs. The result, brand image that is embedded in consumer brand is cool and trendy and unique and refreshing taste. Advertising and public relations by creating a brand image is only 7.2%, the rest from other factors. Brand image is embedded in the customers had not yet reached the desired scale of the company.

  13. Public Commitment, Resistance to Advertising, and Leisure Promotion in a School-Based Drug Abuse Prevention Program: A Component Dismantling Study

    Science.gov (United States)

    Hernández-Serrano, Olga; Griffin, Kenneth W.; García-Fernández, José Manuel; Espada, Mireia; Orgilés José P.

    2013-01-01

    The objective of the present study was to examine the contribution of three intervention components (public commitment, resistance to advertising, and leisure promotion) on alcohol and protective variables in a school-based substance use prevention program. Participants included 480 Spanish students aged from 14 to 16 who received the…

  14. Weight loss diets advertised in non-scientific publications Dietas para perda de peso anunciadas na imprensa leiga

    Directory of Open Access Journals (Sweden)

    Olga Maria Silverio Amancio

    2004-10-01

    Full Text Available Weight-loss diets advertised in mainstream non-scientific publications and targeting the adult female public were evaluated in relation to total energy value, macronutrients, calcium, iron, vitamins A and E, and cholesterol content, as well as the presence of information regarding the duration of diets, fluid intake, physical activity, and maintenance diets. Two publications were selected, considering periodicity, circulation, readership, and years in publication. The Virtual Nutri software was used to evaluate the nutrients of 112 diets. Micronutrient content was compared to the Dietary Reference Intakes. All diets were inadequate in at least one of the evaluated items. Less than 25.0% of the diets presented adequate macronutrient distribution. Calcium, iron, and vitamin E were also predominantly inadequate (85.7, 97.3, and 91.9%, respectively. Non-scientific publications should not be allowed to advertise weight-loss diets. In addition, their chemical composition is inadequate and they are not accompanied by important instructions for such therapy.Diversas dietas para redução de peso, anunciadas em periódicos não-científicos de grande circulação, foram avaliadas em relação ao teor energético e de macronutrientes, cálcio, ferro, vitaminas A e E, colesterol e presença de informações sobre a duração da dieta, ingestão de fluidos, atividade física e dieta de manutenção. Duas publicações foram selecionadas em função da periodicidade, tiragem, número de leitores e anos de publicação. Foi utilizado o programa Virtual Nutri para medir os nutrientes de 112 dietas. Os teores de micronutrientes foram comparados com as Dietary Reference Intakes. Todas as dietas eram inadequadas em relação a uma ou mais substâncias avaliadas. Menos de 25,0% das dietas apresentaram distribuição adequada de macronutrientes. Predominavam os níveis inadequados de cálcio, ferro e vitamina E (85,7, 97,3, e 91,9%, respectivamente. Não deveria

  15. 36 CFR 327.17 - Advertisment.

    Science.gov (United States)

    2010-07-01

    ... § 327.17 Advertisment. (a) Advertising and the distribution of printed matter is allowed within project... 36 Parks, Forests, and Public Property 3 2010-07-01 2010-07-01 false Advertisment. 327.17 Section... that this activity is not solely commercial advertising. (b) An application for such a permit shall...

  16. 36 CFR 1005.1 - Advertisements.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 3 2010-07-01 2010-07-01 false Advertisements. 1005.1....1 Advertisements. Commercial notices or advertisements shall not be displayed, posted, or... by the Executive Director. Such permission may be granted only if the notice or advertisement is...

  17. 36 CFR 5.1 - Advertisements.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 1 2010-07-01 2010-07-01 false Advertisements. 5.1 Section 5... AND PRIVATE OPERATIONS § 5.1 Advertisements. Commercial notices or advertisements shall not be... or advertisement is of goods, services, or facilities available within the park area and such...

  18. 36 CFR 223.227 - Sale advertisement.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 2 2010-07-01 2010-07-01 false Sale advertisement. 223.227... DISPOSAL OF NATIONAL FOREST SYSTEM TIMBER Special Forest Products Advertisement and Bids § 223.227 Sale advertisement. (a) The Forest Service shall advertise any special forest products sales with an appraised...

  19. 25 CFR 215.12 - Advertising costs.

    Science.gov (United States)

    2010-04-01

    ... 25 Indians 1 2010-04-01 2010-04-01 false Advertising costs. 215.12 Section 215.12 Indians BUREAU... LEASES, QUAPAW AGENCY § 215.12 Advertising costs. All advertising costs, publication fees, expenses incurred for abstracts of lease title, and other expenses incurred in connection with the advertising...

  20. Variations in food and drink advertising in UK monthly women's magazines according to season, magazine type and socio-economic profile of readers: a descriptive study of publications over 12 months

    Directory of Open Access Journals (Sweden)

    White Martin

    2011-05-01

    Full Text Available Abstract Background Overweight and obesity are recognised nationally and internationally as key public health challenges. Food and drink advertising is one of the array of factors that influence both diet and physical activity choices and, hence, body weight and obesity. Little previous work has focused on food and drink advertising in magazines. We studied food and drink advertising in a wide range of popular UK monthly women's magazines published over a full year. We explored differences in the prevalence of food and drink advertising and the type of food and drinks advertised according to season, magazine type and socio-economic profile of readers. Methods All advertisements in all issues of 18 popular UK monthly women's magazines published over 12 months were identified. For each food or drink advertisement, branded food and drinks were noted and categorised into one of seven food groups. All analyses were at the level of the individual advertisement. Results A total of 35 053 advertisements were identified; 1380 (3.9% of these were for food or drink. The most common food group represented was 'food and drinks high in fat and/or sugar' (28.0% of food advertisements, the least common group was 'fruits & vegetables' (2.0% of food advertisements. Advertisements for alcohol accounted for 10.1% of all food advertisements. Food and drink advertisements were most common in summer, general interest magazines, and those with the most affluent readerships. There were some differences in the type of food and drink advertised across season, magazine type and socio-economic profile of readers. Conclusions Food and drink advertisements represented only a small proportion of advertisements in UK women's monthly magazines. Food and drink advertisements in these magazines feature a high proportion of 'less healthy' foods. There were a number of differences across season, magazine type and according to the socio-economic profile of readers in the prevalence

  1. Using a social marketing approach to advertise Sexual Assault Nurse Examination (SANE) services to college students.

    Science.gov (United States)

    Konradi, Amanda; DeBruin, Patty L

    2003-01-01

    The authors report on an advertising campaign to communicate the availability and desirability of using Sexual Assault Nurse Examination (SANE) services. They used social marketing precepts to develop posters to educate college students about using SANE as a health service and as an arm of prosecution. After 2 advertising campaigns, they conducted an anonymous survey of 1,051 college students. The findings indicated that posters placed in residence halls and public bathrooms reached students, produced a statistically significant increase in students' understanding of SANE services, and were significantly associated with their hypothetical encouragement of others to use SANE. Gender mediated some results. Posters placed in private viewing spaces were found to be a viable way to communicate information about SANE. Funding to combat violence against women on campus should be aimed at increasing students' access to SANE and should include the costs of advertising the program.

  2. Quantitative assessment of energy conservation due to public awareness campaigns using neural networks

    Energy Technology Data Exchange (ETDEWEB)

    Mahmoud, Mohamed A.; Alajmi, Ali F. [Department of Mechanical Engineering, College of Technological Studies, P.O. Box 33145, Rumaithya (Kuwait)

    2010-01-15

    This case study aims to quantitatively assess the impact of an energy conservation campaign that was launched under the name ''Trsheed'' in Kuwait in the summer of 2007. Most electric energy (EE) consumption in the summer in the country is used in air conditioning and past trends indicate a strong correlation between ambient weather conditions and energy demand. The size and attitude of the population is an important factor in this regard; Kuwait has an expatriate population that is larger than the indigent population, and whose size is closely linked to economic activities that are largely dependent on oil revenues and varies with fluctuations of oil prices. Three neural network architectures (NNs) were evaluated in terms of their ability to estimate future EE demand based on previous trends. Backpropagation neural networks were found to be most suitable for this purpose in comparison to General Regression and Polynomial NNs. The inputs to the NNs investigated included hourly weather condition indicators; specifically the dry-bulb temperature and relative humidity. The output of the NNs was the hourly energy demand. An analysis based on actual weather data from 2004 to 2007 was performed to gauge the impact of the energy conservation campaign in the summer of 2007. Results of a second NN analysis show that round-the-clock mean weather conditions may be used to predict total future energy demand over a period of time (daily, weekly or monthly), but future peak loads should be estimated separately using mean weather conditions during peak hours only. Savings in national energy demand, as a result of future conservation campaigns, are estimated to be more than 5% and 4% in total and peak demands, respectively. (author)

  3. Noncombustible tobacco product advertising: how companies are selling the new face of tobacco.

    Science.gov (United States)

    Richardson, Amanda; Ganz, Ollie; Stalgaitis, Carolyn; Abrams, David; Vallone, Donna

    2014-05-01

    With declining cigarette sales, increasing restrictions, and recent Food and Drug Administration (FDA) regulation of cigarettes, there has been a dramatic rise in the marketing of noncombustible tobacco products (NCPs). However, little is known about how NCPs are advertised and to whom. Two full-service advertising firms were used to systematically collect all U.S. advertisements for NCPs (e-cigarettes, snus, dissolvables, and chew/dip/snuff,) running between June 1 and September 1, 2012. The advertisement and associated metadata (brand, media channel, observations, spend, and estimated reach) were examined. Attributes of print advertisements were examined relative to target demographics of the publications in which they ran. Over 3 months, almost $20 million was spent advertising NCPs. Although the greatest amount spent was on the promotion of smokeless (~$8 million) and snus (~$10 million), e-cigarette advertisements were the most widely circulated. Print advertisements, the majority of which were e-cigarettes and chew/dip/snuff, were heavily tailored to middle-aged White males. Many e-cigarette print ads suggested harm reduction and use when one cannot smoke (poly-use), while chew/dip/snuff focused on masculinity. Robust ongoing surveillance of NCP advertising is critical to inform the FDA and to protect public health. Both commercial advertising and public health media campaigns must ensure that content is not misleading and that it educates consumers about harm based on the available science. The way messages are framed have the potential to decrease tobacco use by promoting rather than undermining cessation of combusted products and/or by encouraging exclusive use of less harmful NCPs rather than poly-use of combusted and NCPs.

  4. The advertising and children's audience

    Directory of Open Access Journals (Sweden)

    A.S. Teletov

    2015-06-01

    Full Text Available The aim of article. The article shows that today more and more citizens supply from advertising. Children's perception of the world is radically different from the adults’ perception. Modern advertising industry affects children's audience more and more. The aim of the article is to analyze the impact of advertising on children's audience with further proposals. The results of the analysis. Some social critics believe that advertising provides new information that helps to be more adaptive in society and to develop memory. Others think that advertising reduces mental activity, imposes ideals of beauty and effects family relationships. Modern advertising industry is increasingly effects children. It is profitable because it is easier to attract young audience who easy perceive new things, habits and tastes. Children audience hasn’t molded own lifestyle. Social activities of companies are not limited to charity. Advertising for children should not be difficult and confusing to children. Following the requirements of creation the socially responsible advertising can gain adherents not only among adults but also among children, who will become loyal to particular company and products which it produces over time. The algorithm for creating socially responsible advertising campaign for children is proposed. Authors proposed appropriate slogans for different applications. It is very difficult to predict the children’s reaction. Indifferent attitude to the creation of advertising can lead to destruction of children’s right values. Children get information from any source. Conclusions and directions of further researches should be conducted towards the need of social responsibility for creating advertising in general and advertising for particular child. Children more respond to images with audio accompaniment. Special attention should be paid to the creation of television advertising and advertisement.

  5. Advertisement Policy

    Directory of Open Access Journals (Sweden)

    Chief Editor

    2014-06-01

    Full Text Available Indian Journal of Community Health (IJCH, the official publication of Indian Association of Preventive and Social Medicine (IAPSM published from Uttar Pradesh and Uttarakhand, India is an indexed journal published quarterly. The open access policy of the journals ensure good visibility of the online content of the journals. The journal with high circulation and visibility, thus offer excellent media for promotion of your products, services or conferences through advertisement. The journal has the potential to deliver the message to the targeted audience regularly with each issue. The cost of investment per view is substantially low for our print as well as electronic journals.

  6. Changing social norms: a mass media campaign for youth ages 12-18.

    Science.gov (United States)

    Schmidt, Eileen; Kiss, Susan Mide; Lokanc-Diluzio, Wendi

    2009-01-01

    To create a mass media campaign that endeavours to a) denormalize tobacco use among youth aged 12-18, b) empower youth to stay tobacco product free, and c) increase awareness of the dangers of tobacco use, while using positive messaging. Target age group was youth between the ages of 12 and 18 years. The mass media campaign was developed, implemented, and evaluated within the city of Calgary. The mass media campaign consisted of posters for schools and other venues frequented by youth (e.g., community centres, libraries, fitness centres, restaurants, movie theatres), posters for transit (e.g., bus shelters, LRT shelters, back of bus) print advertisements, television/radio public service announcements, an interactive community website for youth, a media launch event, promotional items, and organizational efforts to cross-promote the campaign. The creative concept was based on intercept interviews, focus group testing, and other research conducted by the campaign's creative team and youth volunteers in order to identify the key elements of this campaign. A total of 149 students completed both a baseline and follow-up survey to evaluate the marketing activities of the campaign. A total of 27 youth participated in prototype testing to compare this positive-messaging campaign with negative-toned tobacco reduction campaigns. Six stakeholders/partners participated in stakeholder interviews to assess their thoughts and learnings regarding the campaign process. The evaluation respondents viewed the campaign positively and showed strong recall of the messaging.

  7. 45 CFR 618.540 - Advertising.

    Science.gov (United States)

    2010-10-01

    ... 45 Public Welfare 3 2010-10-01 2010-10-01 false Advertising. 618.540 Section 618.540 Public Welfare Regulations Relating to Public Welfare (Continued) NATIONAL SCIENCE FOUNDATION NONDISCRIMINATION... Advertising. A recipient shall not in any advertising related to employment indicate preference,...

  8. 45 CFR 2555.540 - Advertising.

    Science.gov (United States)

    2010-10-01

    ... 45 Public Welfare 4 2010-10-01 2010-10-01 false Advertising. 2555.540 Section 2555.540 Public Welfare Regulations Relating to Public Welfare (Continued) CORPORATION FOR NATIONAL AND COMMUNITY SERVICE... Advertising. A recipient shall not in any advertising related to employment indicate preference,...

  9. CHALLENGES IN CROSS CULTURAL ADVERTISING

    Directory of Open Access Journals (Sweden)

    Yuni Retnowati

    2015-10-01

    Full Text Available At first, marketing practitioners and academics consider standardized approaches to marketing and advertising strategies in globalization, and then some studies proved that the standardization of advertising across culture is not valid. Therefore, cross cultural advertising takes local culture into account when conveying messages in advertisements. Cross cultural understanding is very important in order to produce successful localized advertising that would reflect the cultural values and norms of intended audience. Challenge in cross cultural advertising is the problem of communicating to people of diverse cultural background. Cross cultural solutions are applied in areas such as language, communication style, images and cultural values. Cross cultural advertising is simply about using common sense and analyzing how the different elements of an advertising campaign are impacted by culture and modifying them to best speak to the target audience. Other challenges are determining between standardization and adaptation of cultural values content of advertising when facing different people from diverse cultures. In academic side, the challenge is preparing students to design advertisements that communicate effectively to diverse cultures.

  10. Are "drink responsibly" alcohol campaigns strategically ambiguous?

    Science.gov (United States)

    Smith, Sandi W; Atkin, Charles K; Roznowski, JoAnn

    2006-01-01

    This article applies the concept of strategic ambiguity in examining viewer responses to brewer-sponsored "responsible drinking" television advertising campaigns. Strategically ambiguous messages are designed to engender diverse interpretations between varied audience segments, and these different selective perceptions should translate into relatively uniform positive corporate images. In this study, teenage and young adult respondents were shown a series of television spots from two leading alcohol companies. As predicted, there was a high degree of diversity in meanings of message content and campaign purpose derived by viewers, particularly among less sophisticated teenagers. Moreover, evaluative ratings of messages and sponsors were generally favorable and more uniform than interpretive responses. The research demonstrates how seemingly prohealth messages can serve to subtly advance both industry sales and public relations interests.

  11. School food environment: Quality and advertisement frequency of child-oriented packaged products within walking distance of public schools

    Directory of Open Access Journals (Sweden)

    Benjamin Missbach

    2017-06-01

    Full Text Available Food marketing for children is a major concern for public health nutrition and many schools make efforts to increase healthy eating. Food environments surrounding schools in urban areas may undermine these efforts for healthy nutrition within school programs. Our study aim is to describe the nutrition environment within walking distance of schools in terms of food quality and food marketing and to explore the degree to which elements of the nutrition environment varies by proximity to schools. In a cross-sectional study, we analyzed the surrounding food environments of a convenience sample of 46 target schools within 950m walking distance in 7 different urban districts across Vienna, Austria. In total, we analyzed data from 67 fast food outlets and 54 supermarkets analyzing a total of 43.129 packaged snack food and beverage products, from which 85% were for adults and 15% of the products were child-oriented. Proximity to the schools did not affect the availability of child-oriented products and dedicated food advertisements for children. After applying nutrient profiling using the Nutrient Profiling Model (NPM on child-oriented products, results showed that 15.8% of the packaged snack food were categorized as “healthy” foods and 84.2% as “less healthy”; for beverages 65.7% were categorized as “healthy” and 34.3% as “less healthy”. In conclusion, our results show that child-oriented snacks are not more frequently advertised around schools but substantially lack in nutritional quality with the potential to undermine efforts for promoting healthy eating practices within schools.

  12. School food environment: Quality and advertisement frequency of child-oriented packaged products within walking distance of public schools.

    Science.gov (United States)

    Missbach, Benjamin; Pachschwöll, Caterina; Kuchling, Daniel; König, Jürgen

    2017-06-01

    Food marketing for children is a major concern for public health nutrition and many schools make efforts to increase healthy eating. Food environments surrounding schools in urban areas may undermine these efforts for healthy nutrition within school programs. Our study aim is to describe the nutrition environment within walking distance of schools in terms of food quality and food marketing and to explore the degree to which elements of the nutrition environment varies by proximity to schools. In a cross-sectional study, we analyzed the surrounding food environments of a convenience sample of 46 target schools within 950m walking distance in 7 different urban districts across Vienna, Austria. In total, we analyzed data from 67 fast food outlets and 54 supermarkets analyzing a total of 43.129 packaged snack food and beverage products, from which 85% were for adults and 15% of the products were child-oriented. Proximity to the schools did not affect the availability of child-oriented products and dedicated food advertisements for children. After applying nutrient profiling using the Nutrient Profiling Model (NPM) on child-oriented products, results showed that 15.8% of the packaged snack food were categorized as "healthy" foods and 84.2% as "less healthy"; for beverages 65.7% were categorized as "healthy" and 34.3% as "less healthy". In conclusion, our results show that child-oriented snacks are not more frequently advertised around schools but substantially lack in nutritional quality with the potential to undermine efforts for promoting healthy eating practices within schools.

  13. Online Advertising

    OpenAIRE

    Goldfarb, Avi; Tucker, Catherine Elizabeth

    2011-01-01

    This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher because data can be automatically tracked at an individual level, and it is relatively easy to show di...

  14. SHORT ANALYSIS OF COMMERCIAL ADVERTISING

    Directory of Open Access Journals (Sweden)

    VIRGIL - ION POPOVICI

    2015-12-01

    Full Text Available In DEX, commercial advertising is defined as the (commercial activity which aimes by advertising (by prints, radio, television, movies, etc., to point out public interest on certain goods, books, show, the use of services etc. A famous, advertised product remains in our memory. Many of us ask somehow annoyed: How some of the brands remain in our memory, although we believe that we are not strongly influenced by advertisements? Interest publicity led to the creation of specialized agencies and organizations at a very broad diversification methods but advertising means.With advertising, the companies using various methods and means of popularizing notify the assortment of goods offered for sale population, of its quality, how to use and the price. In this regard propaganda to persuade consumers through various forms of advertising seeks not only to ensure its capture attention and conversion of formats such motivations in buying certain actions.

  15. Impact of a social marketing media campaign on public awareness of hypertension.

    Science.gov (United States)

    Petrella, Robert J; Speechley, Mark; Kleinstiver, Peter W; Ruddy, Terry

    2005-02-01

    Barriers to high blood pressure (BP) awareness and control are exacerbated by poor knowledge of the consequences and uncertainty regarding how to and who should direct care. We developed a social marketing hypertension awareness program to determine baseline awareness, knowledge, and treatment behavior, and then studied the impact of a targeted, media intervention among randomly surveyed adults at risk in a representative urban community compared to a control community immediately and 6 months after the intervention. The program consisted of three random-digit telephone surveys conducted in two mid-sized Ontario cities to determine high BP awareness, knowledge, and treatment behavior. Using baseline knowledge and attitudes toward high BP in both communities, a social marketing awareness strategy and mass media intervention campaign incorporating television, radio, print, direct to patient, and interactive techniques was developed and implemented in the test city only. Both test and control cities were resurveyed immediately after and at 6 months post-media intervention to detect change and decay. A sample of 6873 men and women more than 35 years old who were aware of their high BP demonstrated a high prevalence of high BP in the general population ( approximately 34% in both communities). At baseline this population had poor knowledge of their own BP numbers and poor understanding of the diseases related to high BP. Although few considered high BP a health concern, they had good understanding of lifestyle interventions for high BP prevention and control. The number of the respondents who claimed to have high BP increased immediately after intervention in the test city (38%; P media awareness program increased the number of respondents claiming to have high BP and patient self-efficacy for BP control, this was not maintained. We did not change knowledge of consequences or importantly, the health importance of BP control among those at risk. Hence, in addition to a

  16. A Discussion of Feeling Power in Public Service Advertisements%浅谈公益广告中情感的力量

    Institute of Scientific and Technical Information of China (English)

    杨晓红

    2012-01-01

    Through the analysis on the well - known public service advertusements of the recent years, this paper dis- cusses the necessity of the feeling presentation of public service advertisements, the carriers and skills of emotional expres- sion, and reveals the importance of public service advertisements.%"感人心者,莫先乎情",情感成为传播公益观念、沟通各种人群的最好的途径。本文通过近年来公益广告中的经典案例,分析了公益广告中情感表现的必要性,情感表现的载体及表现手法,揭示了公益广告中情感的重要作用。

  17. Potential effectiveness of specific anti-smoking mass media advertisements among Australian Indigenous smokers.

    Science.gov (United States)

    Stewart, Harold S; Bowden, Jacqueline A; Bayly, Megan C; Sharplin, Greg R; Durkin, Sarah J; Miller, Caroline L; Givans, Sharon E; Warne, Charles D; Wakefield, Melanie A

    2011-12-01

    Aboriginal and Torres Strait Islander Australians (Indigenous Australians) have more than twice the smoking prevalence of non-Indigenous Australians. Anti-smoking campaigns have demonstrated success in the general population but little is known about their impact among Indigenous people. A total of 143 Indigenous and a comparison group of 156 non-Indigenous smokers from South Australia were shown 10 anti-smoking advertisements representing a range of advertisements typically aired in Australia. Participants rated advertisements on a five-point Likert scale assessing factors including message acceptance and personalized effectiveness. On average, Indigenous people rated the mainstream advertisements higher than non-Indigenous people and were more likely to report that they provided new information. Advertisements with strong graphic imagery depicting the health effects of smoking were rated highest by Indigenous smokers. Advertisements featuring real people describing the serious health consequences of smoking received mixed responses. Those featuring an ill person were rated higher by Indigenous people than those featuring the family of the person affected by a smoking-related disease. With limited Indigenous-specific messages available and given the finite resources of most public health campaigns, exposure to mainstream strong graphic and emotive first-person narratives about the health effects of smoking are likely to be highly motivating for Indigenous smokers.

  18. [European Antibiotic Awareness Day educational campaign--has it changed public attitudes to antibiotic use in Poland?].

    Science.gov (United States)

    Mazińska, Beata; Hryniewicz, Waleria

    2010-11-01

    Widespread inappropriate antibiotic use is a global concern for public health care. That is why national and international antibiotic resistance control strategies recommend education of health-care professionals and the public to promote prudent antibiotic use. This paper show the effect of the 2009 public antibiotic campaign in Poland on the knowledge and social attitudes towards use of antibiotics. The aim of this study was to assess the level of knowledge and behaviour models of Polish people regarding antibiotics, recommendations for their use as well as sources of information on antibiotics. At the same time the study was aimed at assessing whether actions undertaken during educational campaigns resulted in growing knowledge on the subject of antibiotic use or a change in attitudes towards this group of medicines. A two-stage survey was carried out from October to December 2009 based on 14 self prepared questions. The survey was carried out by Millward Brown SMG/KRC on the representative sample of 1000 people using CATI - Computer Assisted Telephone Interviews. In Poland there is still a high percentage of people taking antibiotics. 37% of Polish people used an antibiotic in the last 12 months. Most Polish people--88% use an antibiotic prescribed by a doctor. At the same time Polish people receive antibiotics due to viral infections which should not be treated thus. The results of the survey show that almost half of adult Poles would expect to have an antibiotic prescribed in case of a flu. Over half of Polish people believe that antibiotics kill viruses. Over 1/3 of recipients, who have come across information on prudent use of antibiotics (mostly due to National Program for Antibiotics Protection) claimed to have changed their behavior model regarding this group of medicines. The results of this study show that further and systematic education regarding appropriate antibiotic use is needed.

  19. On the advertising communication of public service and the construction of harmonious society%公益广告传播与和谐社会建设

    Institute of Scientific and Technical Information of China (English)

    陈福宝

    2013-01-01

    The public service advertising targets the publics. It is characterized by public welfare, conceptuality, sociality, education and universality and etc. Public service advertising is rich in content and its topic covers establishing a harmonious relationship among people, and countries, between human and society, and between human and nature. The widespread of public service advertising plays a very important role in promoting the construction of a harmonious country and harmonious world.%公益广告是为社会公众服务的公益性广告,具有公益性、观念性、社会性、教育性和广泛性等主要特征。公益广告内容丰富,主题涵盖提倡建立人与人、人与社会、人与自然、国家与国家之间的和谐关系等方面。公益广告的广泛传播,对于建设和谐国家、和谐世界具有重要的推动作用。

  20. 浅析俄语公益广告的语言特点%Analysis of language features of Russian public service advertising

    Institute of Scientific and Technical Information of China (English)

    周姗

    2014-01-01

    The public service advertising uses concise, image language means, cause the attention of the audience through sign language stimulation, stimulate their imagination, to make some action desire. Public service advertising to raise awareness of the audience in a social problem through language symbol, change inherent in the concept of the audience, to persuade it to take some action. So the study of advertising language means is the first step to understand advertising discourse. This paper will briefly analyze the Russian public service advertisement language from the vocabulary, syntax and rhetorical features three aspects.%公益广告使用简练、形象的语言手段,通过语言符号的刺激引起受众的注意,激发其心理联想,使其产生采取某种行动的愿望。公益广告要通过语言符号唤起受众对某一社会问题的意识,改变受众的固有观念,劝导其采取某种行动。因此对公益广告语言手段的研究是了解公益广告话语的首要步骤。本文将从词汇、句式及修辞特点三方面对俄语公益广告语进行简要分析。

  1. Awareness of tobacco advertising, perceived harms of smoking, and beliefs about tobacco control among a sample of Shanghainese in China.

    Science.gov (United States)

    Zheng, PinPin; Qian, Haihong; Wang, Fan; Sun, Shaojing; Nehl, Eric J; Wong, Frank Y

    2013-10-01

    This study aims to examine beliefs among residents of Shanghai, China concerning tobacco advertising and control policies concurrent with new restrictions on tobacco use and advertising in the city. A total of 518 residents of Shanghai completed a telephone interview survey. We found that 51% of participants had seen or heard of the Zhonghua cigarette brand's 'Love China' tobacco ad campaign in the past 2 years, 59% believed that the campaign would influence people to buy this specific cigarette brand as a gift, and 30% believed that it would encourage smoking. More than 75% of respondents would support legislation banning tobacco advertising in all public places, and 88% would support legislation prohibiting smoking in all public places. Multivariate analyses indicated that those who were female, more than 50 years, have accepted college and above education, and perceived greater benefits to smoking cessation were more likely to support banning tobacco advertising and prohibiting smoking in public places. Non-smokers were more likely to support prohibiting smoking in public places. The findings suggest that although tobacco advertising is widely prevalent in Shanghai, it is disliked by the public. Respondents showed high levels of support for tobacco control policies.

  2. Physical activity information seeking and advertising recall.

    Science.gov (United States)

    Berry, Tanya R; Spence, John C; Plotnikoff, Ronald C; Bauman, Adrian

    2011-04-01

    The purposes of this research were to examine the characteristics of those who look for physical activity-related information, where they find it, and to examine what types of physical activity-related advertisements are recalled (i.e., publicly funded or commercial). These purposes were tested using secondary data analyses from two population health surveys. Results from the first survey (n=1211) showed gender, age, education, and activity-level differences in who is more likely to search for physical activity-related information. Adding the goal of being active into the model made age and activity level no longer significant but gender and education remained significant factors. The Internet was the most often cited source of physical activity information. The second survey (n=1600) showed that adults 55 years of age or older and participants with the least amount of education were more than twice as likely to name commercial advertisements than were participants aged 18-54 years or those with more education. These results help further our understanding of how publicly funded promotional campaigns fare against commercial advertising and also highlight the need to understand physical activity information-seeking behavior on the Internet and its implications for health promotion.

  3. Dollars, lobbying, and secrecy: how campaign contributions and lobbying affect public policy.

    Science.gov (United States)

    Seymour, Whitney North; Seymour, Gabriel North

    2013-01-01

    Public policy is too often determined not by the merits of the case but, rather, by individuals, corporations, and even countries who buy influence and alter public policy for the benefit of only a few. As a wrap-up for this conference on "Corporate Interference with Science and Health: Fracking, Food and Wireless," it is our intent to provide a personal story of how money can buy favors and determine policies that are often counter to the public interest and can even lead to failure to protect the health of the public. Given our background in law specific to the US, the basis of our evidence comes from legal rulings as well as legislative actions that have had an impact on policies in the US. While the specifics of governments vary, related activities surrounding money, lobbying, who knows who, and how decisions are made in secret to benefit a few are events that occur everywhere.

  4. Social media campaigns that make a difference: what can public health learn from the corporate sector and other social change marketers?

    Science.gov (United States)

    Freeman, Becky; Potente, Sofia; Rock, Vanessa; McIver, Jacqueline

    2015-03-30

    A great deal of enthusiasm and interest exists in using social media for public health communications, but few research studies have examined its success in promoting and adopting protective health behaviours. To begin to understand how best to develop effective online social marketing campaigns, this paper provides a summary of success factors and key lessons learnt from selected social media campaign case studies. Case study review Methods: A selection of case studies was reviewed for lessons in campaign development, delivery and evaluation from both the corporate and public health sectors. Information about the objective of the campaign, the tactics used and the lessons learnt was extracted from each case study. Lessons learnt from across the case studies were then sorted according to themes. Lessons from the nine case studies selected were categorised into eight themes: planning, use of social media tools, community, content, personal benefits, promotion, costs and challenges. Outcome evaluation data were lacking in the case studies. Overall, the nine case studies show that social media hold promise in changing user behaviours and that social media are highly effective in recruiting participants and motivating them to take small, concrete actions. The case studies also demonstrate that there is room in social media for targeted, inexpensive, small-scale projects, as well as large, well-funded, mass-reach marketing blitzes. Social media campaign process and impact evaluation measures are readily available. Outcome evaluation models and measures are needed to better assess the effectiveness of social media campaigns in changing health behaviours.

  5. 俄罗斯公益广告及其研究现状%The Russian public service advertising and its research status

    Institute of Scientific and Technical Information of China (English)

    周姗

    2014-01-01

    公益广告作为促进社会发展的重要手段,在不同国家和社会发挥着越来越大的作用。对某个国家或地区的公益广告进行研究不仅能够了解其热点社会问题和主流价值观,还能探知该国语言中特有的劝服策略和手段。本文对俄罗斯公益广告的发展进行了简要的回顾,对目前公益广告的现状作了介绍和分析,并对目前俄罗斯学界对该问题的研究作了详细梳理,从而加强人们对俄罗斯公益广告的了解,希望能够抛砖引玉激发我国学界对这个问题的进一步研究。%Public service advertising as an important means to promote social development, plays a more and more important role in different countries and social. Research on public service advertising in a country orregion can not only understand the hot social issue sand the mainstream values, but also detect the language specific strategies and means of persuasion.In this paper, the development of Russian public service advertising is briefly reviewed, the present situation of public service advertising is introduced and analyzed,and the problems of the current Russian scholars made a detailed analysis, so as to strengthen the understanding of Russian public service ads, hope to be able to further my studies Ancient Chinese Literature Search circles to this problem stimulate.

  6. Public Hygiene Campaign in Denmark during the 2009 H1N1 Pandemic Had No Effect on Hospitalization Rate of Communicable Diseases in Children

    DEFF Research Database (Denmark)

    Vissing, Nadja Hawwa; Sevelsted, Astrid; Bisgaard, Hans

    2013-01-01

    During the 2009 H1N1 pandemic the Danish National board of Health carried out massive public hygiene campaigns to limit spread of disease. We aimed to investigate whether this resulted in lower incidences of communicable diseases in the paediatric population.......During the 2009 H1N1 pandemic the Danish National board of Health carried out massive public hygiene campaigns to limit spread of disease. We aimed to investigate whether this resulted in lower incidences of communicable diseases in the paediatric population....

  7. Digital Advertising Traffic Operation: Flow Management Analysis

    OpenAIRE

    Mas, Massimiliano Dal

    2017-01-01

    In a Web Advertising Traffic Operation the Trafficking Routing Problem (TRP) consists in scheduling the management of Web Advertising (Adv) campaign between Trafficking campaigns in the most efficient way to oversee and manage relationship with partners and internal teams, managing expectations through integration and post-launch in order to ensure success for every stakeholders involved. For our own interest we did that independent research projects also through specific innovative tasks val...

  8. It's what you do! Reflections on the VERB campaign.

    Science.gov (United States)

    Wong, Faye L; Greenwell, Michael; Gates, Suzanne; Berkowitz, Judy M

    2008-06-01

    This article shares the first-hand experiences of the CDC's VERB team in planning, executing, and evaluating a campaign that used social marketing principles, which involved paid media advertising, promotions, and national and community partnerships to increase physical activity among children aged 9-13 years (tweens). VERB staff gained valuable experience in applying commercial marketing techniques to a public health issue. This article describes how marketing, partnership, and evaluation activities were implemented to reach a tween audience. In doing so, fundamental differences in marketing between public health and the private sector were revealed.

  9. Mass Retailers' Advertising Strategies Against Commodity Stores.

    OpenAIRE

    Fabian Bergès; Sylvette Monier-Dilhan

    2013-01-01

    A retailer has different opportunities to advertise in the media: emphasizing the store image or promoting specifically its private label (PL). In the first option, advertising benefits all products sold, whereas in the alternative, only store brands are concerned by image improvement. We analyze the retailer's advertising campaign strategies when its competitor's format is a small commodity store. PL quality is endogenous and chosen according to the competitor's product range. We show the re...

  10. Commercial Speech Protection and Alcoholic Beverage Advertising.

    Science.gov (United States)

    Greer, Sue

    An examination of the laws governing commercial speech protection and alcoholic beverage advertisements, this document details the legal precedents for and implications of banning such advertising. An introduction looks at the current amount of alcohol consumed in the United States and the recent campaigns to have alcoholic beverage ads banned.…

  11. Commercial Speech Protection and Alcoholic Beverage Advertising.

    Science.gov (United States)

    Greer, Sue

    An examination of the laws governing commercial speech protection and alcoholic beverage advertisements, this document details the legal precedents for and implications of banning such advertising. An introduction looks at the current amount of alcohol consumed in the United States and the recent campaigns to have alcoholic beverage ads banned.…

  12. 45 CFR 86.59 - Advertising.

    Science.gov (United States)

    2010-10-01

    ... 45 Public Welfare 1 2010-10-01 2010-10-01 false Advertising. 86.59 Section 86.59 Public Welfare... in Employment in Education Programs or Activities Prohibited § 86.59 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification,...

  13. 36 CFR 1211.540 - Advertising.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 3 2010-07-01 2010-07-01 false Advertising. 1211.540 Section 1211.540 Parks, Forests, and Public Property NATIONAL ARCHIVES AND RECORDS ADMINISTRATION GENERAL RULES... Advertising. A recipient shall not in any advertising related to employment indicate preference,...

  14. 43 CFR 41.540 - Advertising.

    Science.gov (United States)

    2010-10-01

    ... 43 Public Lands: Interior 1 2010-10-01 2010-10-01 false Advertising. 41.540 Section 41.540 Public... in Employment in Education Programs or Activities Prohibited § 41.540 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification,...

  15. [Advertising and health education].

    Science.gov (United States)

    López González, M L; Cueto Espinar, A; Martínez Cuervo, F; Redondo Cornejo, M L; Suárez González, J R; Secall Mellén, L

    1990-01-01

    Health education and advertising have a common aim: to modify human behaviour. Health education tries to induce healthy behaviours. In some occasions Publicity proposes risky behaviours. Ads appearing during a two-month period in magazines of the largest circulation in Spain are analyzed here. A total of 1,726 ads which could have a negative influence on health either because of the product or service offered or for the use of health as a persuasive argument in their text, are considered. The magazines Hola and Lecturas had the highest ratio ads/magazine. Spirits, food and drugs were the most frequently advertised products. And more than 50% of the ads used health and welfare as argument for better selling. Health educators should know and teach the critical analysis of publicity, and use advertisements as a teaching tool to enable people to see through misleading advertising.

  16. "Are You In or Are You Out?!" Moral Appeals to the Public in Organ Donation Poster Campaigns: A Multimodal and Ethical Analysis.

    Science.gov (United States)

    Hansen, Solveig L; Eisner, Marthe I; Pfaller, Larissa; Schicktanz, Silke

    2017-06-16

    Organ transplantation is a well-established practice in modern medicine. However, many countries, especially those with an opt-in regulation, face the problem of low donation numbers. Respective public campaigns attempt to increase the number of donors by swaying public opinion with the use of carefully selected bits of information. Germany serves as a case study for an opt-in country investing approximately €7.5 million/year in the distribution of respective campaigns. To address diverse populations, large-scale posters in various public spaces still display a multitude of moral messages for organ donation. We developed a detailed multimodal approach for the analysis of health communication by focusing exemplarily on such organ donation poster campaigns as a common mean since the 1990s. In all, we identified 13 campaigns with 83 posters from 1996 to 2016. Here, we focus on both the textual and visual elements of such material to analyze how morally relevant principles and virtues are interwoven. Six categories of moral appeals were identified in the complete sample: altruism, being a decisive person, family responsibility, minimizing suffering, social conformity, and complete reciprocity. Overall, visual items were used to create a variety of social, moral, and epistemic claims with respect to organ donation. Our analysis reveals critical aspects highlighting the potential conflicts that arise from the ambiguity and wrong information of some messages as well as the risk of inappropriate blaming driven by these campaigns.

  17. "This Is a Public Service Announcement": Evaluating and Redesigning Campaigns to Teach Attitudes and Persuasion

    Science.gov (United States)

    Koch, Erika J.; Lomore, Christine D.

    2009-01-01

    We present an assignment that requires students to apply their knowledge of the social psychology of attitudes and persuasion to critique and redesign a public service announcement. Students in a 200-level social psychology course evaluated the assignment by indicating their overall attitudes toward the assignment. Students rated the assignment…

  18. Through Classroom Walls: A Collaborative Public Relations Education for Creating Integrated, Digital Media Campaigns

    Science.gov (United States)

    Geyer-Semple, Victoria

    2012-01-01

    Public relations (PR) educators and professionals often encounter strife of managing the need of teaching research, writing and critical thinking skills in the classroom. In addition, educators are also tending to the needs of implementing current industry trends into the undergraduate curriculum. In today's undergraduate PR programs significant…

  19. Added value of an autosterioscopic multiview 3-D display for advertising in a public environment

    NARCIS (Netherlands)

    de Boer, Chantal N.; Verleur, R.; Heuvelman, A.; Heynderickx, Ingrid

    2010-01-01

    The rapid development of new media has made it increasingly possible to present people with ever richer experiences. The two experiments in this paper examine the mediating role of presence in a 3-D display as compared to a 2-D display with respect to commercials in a public environment. The results

  20. Beyond advertising: Large displays for supporting people’s needs and activities in public space

    NARCIS (Netherlands)

    Veenstra, Mettina; Kanis, Marije; Groen, Maarten; Meys, Wouter; Slakhorst, Wout

    2011-01-01

    This paper explores how displays can be used to support human needs and activities in public spaces rather than be employed for commercial purposes only. Based on our analysis of screen usage around the world, eight different categories of usage are described and motivated. For the purpose of illust

  1. New distribution channels for advertising through computer games and mobile devices.

    OpenAIRE

    Sivagnanasuntharam, Sivasathees

    2008-01-01

    The development in advertising industry has lately gone from open advertising through few, major distribution channels to a hidden and targeting advertising integrated into everyday life. Advertisers grow increasingly unhappy with the value delivered by the traditional mediums. They turn to alternative distribution channels in order to increase the success rate of advertising campaigns. Channels seen as unattractively with little purchasing power previously are attracting advertisers attenti...

  2. [Presence and representation of older people in prime-time television advertising: the Spanish case].

    Science.gov (United States)

    Ramos-Soler, Irene; Carretón-Ballester, M Carmen

    2012-01-01

    The demographic shift towards aging population generates a series of socioeconomic and cultural changes that are beginning to transform the role and public image of older people. The elderly have become one of the market segments with a greater future. This fact has attracted little scientific interest in the field of advertising communication and for this reason there is little research that is actually looking into this Spain. This research examines the use that is made of the image of the elderly in the television advertising in Spain, looking at the differences between the advertisement dedicated to the targeting people over 65, and those that are not directed at the elderly, but use older people in their content as actors or main characters in the advertisement. A content analysis study was conducted on a sample of 2,065 spots obtained from prime time slots (from 20:30 to 22:30 p.m.) from the five major Spanish television channels (TVE 1, La 2, Tele 5, Antena 3 and Cuatro). Two independent judges coded all the advertisements. The reliability coefficient between judges was 0.91. In general, older people, particularly women, are not very often shown in Spanish advertising. Their presence is much stronger and visible in campaigns which aim their communication strategy at different age groups. In those cases, advertising presents the elderly with a stereotyped, self-interested and traditional image. Copyright © 2011 SEGG. Published by Elsevier Espana. All rights reserved.

  3. Money Talks: Perceived Advertising Expense and Expected Product Quality.

    OpenAIRE

    Kirmani, Amna; Wright, Peter

    1989-01-01

    Does the perceived expense of a new product's advertising campaign influence expectations about the product's quality? This article conceptualizes the process by which perceived advertising expense acts as a cue to quality. Results from six experiments indicate that under some conditions, knowledge of cost-related campaign elements can evoke advertising expense inferences the influence quality predictions, and these inferences may be spontaneous. Copyright 1989 by the University of Chicago.

  4. The Sprite 2005 Observation Campaign

    DEFF Research Database (Denmark)

    Chanrion, Olivier Arnaud; Crosby, Norma; Armone, Enrico

    2007-01-01

    and outreach programmes for the young scientists hired. Educational activities were based on the following elements: national PhD programmes, activities at CAL and other meetings, a dedicated summer school, and two European sprite observational campaigns. The young scientists were strongly involved...... in the latter and, as an example, the "EuroSprite2005" observational campaign is presented in detail. Some of the young scientists participated in the instrument set-up, others in the campaign logistics, some coordinated the observations, and others gathered the results to build a catalogue. During the four......-month duration of this campaign, all of them took turns in operating the system and making their own night observations. The ongoing campaign activities were constantly advertised and communicated via an Internet blog. In summary the campaign required all the CAL young scientists to embark on experimental work...

  5. A Content Analysis of Health and Safety Communications Among Internet-Based Sex Work Advertisements: Important Information for Public Health

    Science.gov (United States)

    Atchison, Chris

    2017-01-01

    Background The capacity to advertise via the Internet continues to contribute to the shifting dynamics in adult commercial sex work. eHealth interventions have shown promise to promote Internet-based sex workers’ health and safety internationally, yet minimal attention has been paid in Canada to developing such interventions. Understanding the information communicated in Internet-based sex work advertisements is a critical step in knowledge development to inform such interventions. Objective The purpose of this content analysis was to increase our understanding of the health and safety information within the Internet advertisements among women, men, and transgender sex workers and to describe how this information may be utilized to inform eHealth service development for this population. Methods A total of 75 Internet-based sex worker advertisements (45 women, 24 men, and 6 transgender persons) were purposefully selected from 226 advertisements collected as part of a larger study in Western Canada. Content analysis was employed to guide data extraction about demographic characteristics, sexual services provided, service restrictions, health practices and concerns, safety and security, and business practices. Frequencies for each variable were calculated and further classified by gender. Thematic analysis was then undertaken to situate the communications within the social and commercialized contexts of the sex industry. Results Four communications themes were identified: (1) demographic characteristics; (2) sexual services; (3) health; and (4) safety and security. White was the most common ethnicity (46/75, 61%) of advertisements. It was found that 20-29 years of age accounted for 32 of the 51 advertisements that provided age. Escort, the only legal business title, was the most common role title used (48/75, 64%). In total, 85% (64/75) of advertisements detailed lists of sexual services provided and 41% (31/75) of advertisements noted never offering uncovered

  6. A Content Analysis of Health and Safety Communications Among Internet-Based Sex Work Advertisements: Important Information for Public Health.

    Science.gov (United States)

    Kille, Julie; Bungay, Vicky; Oliffe, John; Atchison, Chris

    2017-04-13

    The capacity to advertise via the Internet continues to contribute to the shifting dynamics in adult commercial sex work. eHealth interventions have shown promise to promote Internet-based sex workers' health and safety internationally, yet minimal attention has been paid in Canada to developing such interventions. Understanding the information communicated in Internet-based sex work advertisements is a critical step in knowledge development to inform such interventions. The purpose of this content analysis was to increase our understanding of the health and safety information within the Internet advertisements among women, men, and transgender sex workers and to describe how this information may be utilized to inform eHealth service development for this population. A total of 75 Internet-based sex worker advertisements (45 women, 24 men, and 6 transgender persons) were purposefully selected from 226 advertisements collected as part of a larger study in Western Canada. Content analysis was employed to guide data extraction about demographic characteristics, sexual services provided, service restrictions, health practices and concerns, safety and security, and business practices. Frequencies for each variable were calculated and further classified by gender. Thematic analysis was then undertaken to situate the communications within the social and commercialized contexts of the sex industry. Four communications themes were identified: (1) demographic characteristics; (2) sexual services; (3) health; and (4) safety and security. White was the most common ethnicity (46/75, 61%) of advertisements. It was found that 20-29 years of age accounted for 32 of the 51 advertisements that provided age. Escort, the only legal business title, was the most common role title used (48/75, 64%). In total, 85% (64/75) of advertisements detailed lists of sexual services provided and 41% (31/75) of advertisements noted never offering uncovered services (ie, no condom). Gender and the

  7. Challenging the One-Way Paradigm for More Effective Science Communication: A Critical Review of Two Public Campaigns Addressing Contentious Environmental Issues

    Science.gov (United States)

    McEntee, Marie; Mortimer, Claire

    2013-01-01

    This article examines two large-scale public communication campaigns to explore the appropriateness and effectiveness of using one-way communication in contentious environmental issues. The findings show while one-way communication can be successfully employed in contentious issues, it is not appropriate for all contexts and may contribute to…

  8. SOURCE REDUCTION BEHAVIOR AS AN INDEPENDENT MEASUREMENT OF THE IMPACT OF A PUBLIC HEALTH EDUCATION CAMPAIGN IN AN INTEGRATED VECTOR MANAGEMENT PROGRAM FOR THE ASIAN TIGER MOSQUITO

    Science.gov (United States)

    The goal of this study was to evaluate the effectiveness of a public health educational campaign to reduce backyard mosquito-larval habitats. Three communities each, within two New Jersey counties, were randomly selected to receive (1) both education and mosquito control, (2) education only, and (3)...

  9. Challenging the One-Way Paradigm for More Effective Science Communication: A Critical Review of Two Public Campaigns Addressing Contentious Environmental Issues

    Science.gov (United States)

    McEntee, Marie; Mortimer, Claire

    2013-01-01

    This article examines two large-scale public communication campaigns to explore the appropriateness and effectiveness of using one-way communication in contentious environmental issues. The findings show while one-way communication can be successfully employed in contentious issues, it is not appropriate for all contexts and may contribute to…

  10. The Use of Evidence in Public Debates in the Media: The Case of Swiss Direct-Democratic Campaigns in the Health Policy Sector

    Science.gov (United States)

    Stucki, Iris

    2016-01-01

    This article analyses the reporting of evidence in Swiss direct-democratic campaigns in the health policy sector, assuming that an informed public helps democracy function successfully. A content analysis of the media's news reporting shows that of 5030 media items retrieved, a reference to evidence is found in 6.8%. The voter receives evidence in…

  11. A content analysis of Camel Snus advertisements in print media.

    Science.gov (United States)

    Timberlake, David S; Pechmann, Cornelia; Tran, Sarah Y; Au, Vanessa

    2011-06-01

    Researchers have questioned whether the R.J. Reynolds Tobacco Company is marketing Camel Snus as a product for nontobacco users, smokeless-tobacco users, or cigarette smokers. The objective of this study was to examine advertisements of Camel Snus in print media to determine the most likely audience of intent. A content analysis was conducted among Camel Snus advertisements printed in newspaper and consumer magazines between July 2007 and August 2010. The advertisements (n = 83 distinct; N = 458 total) were identified from a comprehensive search of a proprietary database maintained by TNS Media Intelligence. Results indicated that all advertisements, published between July 2007 and September 2009, were intended to promote a tobacco product for cigarette smokers. A shift in marketing strategy occurred from October 2009 to the present time with publication of the "Break Free" magazine advertisements, characterized by an ambiguous message that could conceivably appeal to any group, including nontobacco users (e.g., adolescents), smokeless-tobacco users, and/or cigarette smokers. However, an examination of the consumer magazines advertising Camel Snus indicated a demographically diverse readership in terms of gender, age, and education, suggesting that the advertisements are less likely to be intended for smokeless-tobacco users. These findings validate other reports and editorials, suggesting that Camel Snus was being marketed as a product for smokers at the time of the product's national debut. The recent shift to the "Break Free" marketing campaign may reflect an attempt to enhance the image of the Camel brand in order to attract a broader spectrum of consumers.

  12. Tobacco retail outlet advertising practices and proximity to schools, parks and public housing affect Synar underage sales violations in Washington, DC.

    Science.gov (United States)

    Kirchner, Thomas R; Villanti, Andrea C; Cantrell, Jennifer; Anesetti-Rothermel, Andrew; Ganz, Ollie; Conway, Kevin P; Vallone, Donna M; Abrams, David B

    2015-03-01

    To examine the cross-sectional association between illicit sales of tobacco to minors, Washington DC tobacco outlet advertising practices, retail store type, the demographic make-up of the area surrounding each outlet, and the proximity of each outlet to high schools, recreational parks and public housing. Seven hundred and fifty tobacco outlets in the DC area, n=347 of which were randomly selected for inspection by the Synar Inspection Program in 2009-2010. The presence of tobacco advertisements on the interior and exterior of each outlet, and illicit tobacco sales to Synar Inspection Program youth volunteers. The presence of tobacco advertisements on the exterior of gas stations was much greater than on other retail store types (OR=6.68; 95% CI 4.05 to 11.01), as was the absence of any advertisements at bars or restaurants that sold tobacco (OR=0.33; 95% CI 0.22 to 0.52). Exterior tobacco advertisements were also more likely in predominantly African-American areas of the city (OR=3.11; 95% CI 2.28 to 4.25), and particularly likely on storefronts located closer to parks (OR=1.87; 95% CI 1.06 to 3.28). Illicit sales to minors were more common at gas stations (OR=3.01; 95% CI 1.5 to 6.3), outlets that displayed exterior tobacco advertisements closer to parks (OR=3.36; 95% CI 1.38 to 8.21), and outlets located closer to high schools in majority African-American block groups (OR=1.29; 95% CI 1.07 to 1.58). Findings demonstrate that while illicit tobacco sales to minors are occurring at acceptably low rates by Synar standards, illicit sales vary considerably by retail store type, advertising approach and proximity to high schools, parks and African-American residential areas. Future work may help inform regulatory efforts to reduce youth access at the neighbourhood, city, state and national levels. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions.

  13. Using contextual advertising in Internet marketing

    Directory of Open Access Journals (Sweden)

    Тетяна Олександрівна Левицька

    2017-07-01

    Full Text Available This article is devoted to the substantiation of the use of contextual advertising in Internet marketing as one of the most universal and expedient tools of modern advertising, applied for the first time in 1994, describing the principles of its implementation and the prospects for using it. The shortcomings and advantages of Internet marketing and contextual advertising in particular, its types and technologies, on which it is implemented, the possibilities, as well as the purposes of application, are considered. The main characteristics of contextual advertising, namely its characteristic properties as compared to the other types of Internet marketing, were highlighted. The use of contextual advertising in the search, on partner sites of the advertising network and an example of the report that was received by means of the Yandex.Metrika service have been shown. On the basis of the analysis the use of contextual advertising has been proved and its basic types and methods of measuring the effectiveness of advertising campaigns using deep analytics services have been demonstrated. The factor of the complexity of the configuration process has been singled out, and in this connection, a variant of professional intervention in setting up contextual advertising by specialized agencies has been offered. In the long term, the tools of contextual advertising are to expand. Every year, more and more services are being created for a deeper analysis of statistics, end-to-end analytics, and the improvement of the campaign management interface

  14. Readiness and capacity of librarians in public libraries to implement a breast cancer outreach and screening campaign in medically underserved communities.

    Science.gov (United States)

    Goytia, Elliott J; Rapkin, Bruce; Weiss, Elisa S; Golub, David; Guzman, Vivian; O'Connor, Maureen

    2005-11-01

    Community-based partnerships are an important means of addressing cancer health disparities in medically underserved communities. Public libraries may be ideal partners in this effort. To assess the readiness and capacity of a public library system to implement cancer recruitment and outreach campaigns, 58 librarians in the Queens Borough Public Library System in New York completed self-administered questionnaires before and after a training on breast health, cancer, and screening. Results indicate that they are interested in participating in a cancer outreach campaign and feel it is a critical need in their community. Many librarians lacked the knowledge about cancer and cancer information resources needed to participate optimally. Nevertheless, librarians provide a cultural bridge to medically underserved communities. Partnering with a public library system to improve access to care has great potential, yet a number of challenges need to be overcome.

  15. The Rhetoric of Issue Advertising: A Rationale, a Case Study, a Critical Perspective--And More.

    Science.gov (United States)

    Heath, Robert L.

    1988-01-01

    Supports the use of issue advertising. Argues that speech communication scholars can facilitate the responsible and effective use of issue ads. Reviews critics and proponents of issue advertising. Develops a rationale to guide the practice of issue advertising. Examines issue advertising in the current pro-nuclear campaign. (MS)

  16. A study on the development of public campaign messages for organ donation promotion in Korea.

    Science.gov (United States)

    Sun, Hye-Jin

    2015-12-01

    This study aims to find an effective method of expressing a message in public service ads by investigating whether or not a message framing type affects the outcome. Specifically, the study looks into the effects of messaging on organ donation by identifying how the type of message framing (positive vs. negative) and appeal type (rational vs. emotional) affect the attitude and behavioural intention of the consumer. The individual characteristics of each subject such as altruistic mind, level of self-monitoring and issue involvement were selected as intermediate variables that may affect the impact of a message. The study therefore tries to establish a proposition that can be used to generate an effective promotional message on organ donation in a systematic way.

  17. 公益商业型广告及其传播策略探析%Analysis of Public Commercial Advertisement and its Communication Strategy

    Institute of Scientific and Technical Information of China (English)

    费利君; 洪巍

    2015-01-01

    The contradictions between lofty and worldly,commonweal and commercial are a problem in ad-vertising communication.The public commercial advertisement can solve this problem because it can serve the public welfare,spread the brand image and corporate information to the audience and will be one of the important directions of advertising development in future.%公益商业型广告能在公益与商业、隐性与显性、崇高与世俗之间取得巧妙的平衡,它的出现是广告媒体环境发展变化、广告主品牌形象塑造和广告受众爱真、爱善、爱美三方需求发展的必然结果。它既服务于社会公益,同时又能向受众传播企业信息和品牌形象,特别是其能将商业诉求以软性的方式融合在社会公益主题的传播中,是未来广告发展的重要方向之一。

  18. The hospital marketer and the advertising agency: who should do what--and to whom.

    Science.gov (United States)

    Keyser, J A

    1987-01-01

    Close cooperation between advertising agencies and their clients is an essential ingredient of a successful advertising campaign. Expectations and responsibilities must be clearly defined in writing, and realistic deadlines should be set and adhered to. Campaigns lacking these crucial components are handicapped from the start, and results produced will be less effective than a carefully planned and executed campaign.

  19. A marketing campaign to promote screening for oral cancer.

    Science.gov (United States)

    Ismail, Amid I; Jedele, Jenefer M; Lim, Sungwoo; Tellez, Marisol

    2012-09-01

    Organizers of the Detroit Oral Cancer Prevention Project at the University of Michigan, Ann Arbor, launched a multifaceted media campaign targeted toward a high-risk population to raise awareness about oral cancer, educate the public regarding the importance of early detection and increase screening rates. The authors present data about the effectiveness of the campaign with regard to the screening behaviors of medical and dental providers. Before the start of the campaign and during each of the three years of the campaign, the authors mailed surveys to random samples of physicians and dentists practicing in targeted and non-targeted areas. More dentists than physicians reported screening patients routinely, and dentists reported that they referred more patients for biopsy or further evaluation compared with physicians. A larger proportion of dentists and physicians in the targeted area than in the nontargeted area reported that their patients had seen or heard the advertisements. A larger proportion of dentists in the targeted area than in the nontargeted area reported an increase in patients' questions and requests for screening, even after the authors accounted for demographic characteristics (adjusted odds ratio = 2.47). The survey findings show that the media campaign was effective in influencing providers' screening for signs and symptoms of oral cancer. An increase in patients' requests for screening as a result of the implementation of mass media campaigns may promote oral cancer screening and improve patients' chances of survival.

  20. Advertising media selection and planning

    NARCIS (Netherlands)

    Moorman, M.; Neijens, P.C.; Smit, E.G.; Belch, M.A.; Belch, G.E.

    2010-01-01

    Reach, frequency, and timing are key concepts in selecting TV, radio, newspapers, magazines, out-of-home, direct mail, Internet, and other media for advertising campaigns. We discuss these concepts and their role in media selection and media planning processes. We also describe media and audience fa

  1. Public hygiene campaign in denmark during the 2009 H1N1 pandemic had no effect on hospitalization rate of communicable diseases in children.

    Science.gov (United States)

    Vissing, Nadja Hawwa; Sevelsted, Astrid; Bisgaard, Hans

    2013-01-01

    During the 2009 H1N1 pandemic the Danish National board of Health carried out massive public hygiene campaigns to limit spread of disease. We aimed to investigate whether this resulted in lower incidences of communicable diseases in the paediatric population. The study compared annual hospitalization rates for childhood infections from 2005 to 2011. Admission rates for infections were higher during the year of the pandemic compared to the rest of the period. There were no indications of a preventive effect by the hygiene campaign on incidence of severe common childhood infections.

  2. Public hygiene campaign in denmark during the 2009 H1N1 pandemic had no effect on hospitalization rate of communicable diseases in children.

    Directory of Open Access Journals (Sweden)

    Nadja Hawwa Vissing

    Full Text Available BACKGROUND: During the 2009 H1N1 pandemic the Danish National board of Health carried out massive public hygiene campaigns to limit spread of disease. We aimed to investigate whether this resulted in lower incidences of communicable diseases in the paediatric population. METHODS: The study compared annual hospitalization rates for childhood infections from 2005 to 2011. RESULTS: Admission rates for infections were higher during the year of the pandemic compared to the rest of the period. CONCLUSION: There were no indications of a preventive effect by the hygiene campaign on incidence of severe common childhood infections.

  3. The effectiveness of targeted online advertising - Case: Muotikuutio website

    OpenAIRE

    Huynh, Maria

    2016-01-01

    This thesis examines the effectiveness of Facebook advertising as a means of increasing brand awareness and driving Facebook users to a specific website. The case of the research was the 'Muotikuutio' campaign by Bestseller Whole Oy and the blog website Muotikuutio.fi. In this thesis, the effectiveness of ‘Facebook Ads’ is analysed and evaluated, and recommendations for future social media campaigns are given. In the Muotikuutio campaign, Facebook advertising was used to promote the camp...

  4. Effects of Tobacco-Related Media Campaigns on Young Adult Smoking: Longitudinal Data from the United States

    Science.gov (United States)

    Terry-McElrath, Yvonne M.; Emery, Sherry; Wakefield, Melanie A.; O’Malley, Patrick M.; Szczypka, Glen; Johnston, Lloyd D.

    2012-01-01

    Objective Young adults in the U.S. have one of the highest smoking prevalence rates of any age group, and young adulthood is a critical time period of targeting by the tobacco industry. We examined relationships between potential exposure to tobacco-related media campaigns from a variety of sponsors and 2-year smoking change measures among a longitudinal sample of U.S. adults aged 20-30 from 2001-2008. Methods Self-report data were collected from a longitudinal sample of 13,076 U.S. young adults from age 20-30. These data were merged with tobacco-related advertising exposure data from Nielsen Media Research. Two-year measures of change in smoking were regressed on advertising exposures. Results Two-year smoking uptake was unrelated to advertising exposure. The odds of quitting among all smokers and reduction among daily smokers in the two years between the prior and current survey were positively related to anti-tobacco advertising, especially potential exposure levels of 104-155 ads over the past 24 months. Tobacco company advertising (including corporate image and anti-smoking) and pharmaceutical industry advertising were unrelated to quitting or reduction. Conclusions Continued support for sustained, public health-based, well-funded anti-tobacco media campaigns may help reduce tobacco use among young adults. PMID:21972061

  5. Stigma and salvation: advertising HIV awareness in New York City: a case study.

    Science.gov (United States)

    Kern, Rebecca; Forman, Abbe

    2013-01-01

    Popular culture representations and negotiations of HIV/AIDS have fluctuated over the last several decades, and awareness of the illness and its causes has grown due to better education and extensive cultural dialogue. The following examines two contemporary HIV/AIDS public health campaigns in the New York City area. Although there have been limited improvements in the portrayals of HIV-positive individuals, advertising focused on HIV awareness still does not directly address prevention. These two campaigns encourage two distinct messages; one that reinforces the stigma attached to HIV/AIDS and one that promises salvation.

  6. Reducing Outdoor Advertising

    Directory of Open Access Journals (Sweden)

    Patrice de Rendinger

    2006-05-01

    Full Text Available The fundamental concept is that public space is not a private property. So, a facade (the outer skin, the last millimeter belongs to the town, not to the owner of the building. Changing the rendering, a window, adding or removing anything from a facade requires a permission delivered by the town's authority.In places like Paris, Bordeaux, Marseilles, Lyon, Strasbourg… everywhere one can find a registrated building such as a cathedral, a castle, or a group of ancient buildings, a national administration is controlling this permission. This administration is called «historical monuments administration» and is locally lead by a specialized architect.In the late seventies, French government decided to reduce advertising on the roads and on the city walls. Advertising on the road was leading to a confusion reducing the efficacy of the roadsigns and direction signs, which is dangerous. The reduction was under control of a national administration: the ministry of equipment in charge of the roads design. Advertising on the walls with publicity boards was under control of the cities. Every city has a townplanning regulation. Many cities included forbidding advertisement boards on the walls in this regulation.A couple of firms, but mainly once (Decaux found clever to give a hand to the cities to control advertising. Decaux developed a line of bus stop shelters including advertisements and advertising panels and paid the cities the right to put rather smaller publicities on the public domain.Now Decaux is no more alone on this market and the cities are comparing offers.Marseille turned to a foreign advertising firm who pays three times the price Decaux paid… for half of the advertising surface. Freiburg erased totally the public domain advertisements, selling the tramways and bus coachwork as advertising spaces. Paris is reopening the advertising market before the end of Deacaux's contract and will pay Deacaux a huge amount

  7. Leftward lighting in advertisements increases advertisement ratings and purchase intention.

    Science.gov (United States)

    Hutchison, Jennifer; Thomas, Nicole A; Elias, Lorin

    2011-07-01

    It has been reliably shown that light is assumed to come from above. There is also some suggestion that light from the left might be preferred. Leftward lighting biases have been observed across various mediums such as paintings, portraits, photographs, and advertisements. As advertisements are used to persuade the public to purchase products, it was of interest to better understand whether leftward lighting would influence future intention to purchase. Participants gave preference ratings for pairs of advertisements with opposing lighting directions. Attitude towards the advertisement and the brand as well as future purchase intention was then rated. Overall, participants indicated that they preferred advertisements with leftward lighting and were more likely to purchase these products in the future than when the same products were lit from the right. Findings are consistent with previously observed leftward lighting biases and suggest that advertisements with a leftward lighting bias might be more effective.

  8. Regulating Direct-to-Consumer Drug Information: A Case Study of Eli Lilly's Canadian 40over40 Erectile Dysfunction Campaign.

    Science.gov (United States)

    Pipon, Jean-Christophe Bélisle; Williams-Jones, Bryn

    2015-05-01

    Like most jurisdictions, Canada prohibits direct-to-consumer advertising (DTCA) of prescribed drugs. However, direct-to-consumer information (DTCI) is permitted, allowing companies to inform the public about medical conditions. An analysis of Eli Lilly's 40over40 promotion campaign for erectile dysfunction (ED), which included a quiz on ED, shows that DTCI, like DTCA, can be an effective means of drug familiarization. The pharmaceutical industry is "playing by the rules" currently in effect in Canada. Regulators should thus seriously consider whether existing rules permitting DTCI actually meet stated objectives of protecting the public from marketing campaigns (i.e., DTCA) that may deliver misleading information. Copyright © 2015 Longwoods Publishing.

  9. “This Is Public Health: Recycling Counts!” Description of a Pilot Health Communications Campaign

    Directory of Open Access Journals (Sweden)

    Daniela B. Friedman

    2009-11-01

    Full Text Available This paper describes the development, implementation, and evaluation of a pilot recycling campaign. The goal of the campaign was to increase people’s awareness and knowledge about recycling and the link between a healthy environment and the public’s health. A total of 258 individuals attended campaign week events and completed an initial survey. Results identified inconvenience of recycling facility locations as a key barrier to recycling. Post-campaign survey results revealed increased recycling of paper, plastic, glass, and cans (p < 0.05. The majority of participants “agreed” or “strongly agreed” that as a result of campaign messages they had greater awareness about recycling (88.4% and their recycling efforts increased (61.6%.

  10. Drug Advertising and the FDA.

    Science.gov (United States)

    Levesque, Cynthia

    With increases in consumer focused advertising for prescription drugs, the Federal Drug Administration has renewed efforts to protect the public from false advertising. In 1982, it charged that the press kits Eli Lilly and Company distributed to reporters on its new antiarthritis drug, Oraflex, misrepresented the product. It recommended that Lilly…

  11. Drug Advertising and the FDA.

    Science.gov (United States)

    Levesque, Cynthia

    With increases in consumer focused advertising for prescription drugs, the Federal Drug Administration has renewed efforts to protect the public from false advertising. In 1982, it charged that the press kits Eli Lilly and Company distributed to reporters on its new antiarthritis drug, Oraflex, misrepresented the product. It recommended that Lilly…

  12. La publicidad en la era digital: el microsite como factor estratégico de las campañas publicitarias on-line Advertising in the Digital Age: the Microsite as a Strategic Factor in On-line Advertising Campaigns

    Directory of Open Access Journals (Sweden)

    Carlos Fanjul Peyró

    2010-03-01

    limited. However, investment in this medium increases year by year, the proof being the market’s gamble on the commercial possibilities of Internet. This work studies a new advertising model on the Net: a microsite. This format invites the user to enjoy a sensorial experience through the computer which issues interactive commercial messages that are subtle but convincing. Through the analysis of the semantic and technical content of a sample of these slots, we seek to define and emphasize the principle characteristics of the microsite and to reflect upon its strategic role within on-line advertising campaigns.

  13. The Future of Advertising

    Institute of Scientific and Technical Information of China (English)

    WAHIDA ASHIQ

    2006-01-01

    @@ Chinese business is in love with advertising. It is regarded as the only way to hammer home a message to consumers. The bigger the billboard, the brasher the TV commercial, the better the reach to the Chinese public. But Chinese companies hoping to establish valued brands in the West will be disappointed if they try to rely on advertising. Increasingly in the West, it is regarded as an outmoded way of communicating with the public, a waste of budget. And there are some surprising converts to this position.

  14. 36 CFR 223.63 - Advertised rates.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 2 2010-07-01 2010-07-01 false Advertised rates. 223.63... DISPOSAL OF NATIONAL FOREST SYSTEM TIMBER Timber Sale Contracts Appraisal and Pricing § 223.63 Advertised rates. Timber shall be advertised for sale at its appraised value. The road construction cost used...

  15. 41 CFR 101-4.540 - Advertising.

    Science.gov (United States)

    2010-07-01

    ... 41 Public Contracts and Property Management 2 2010-07-01 2010-07-01 true Advertising. 101-4.540... Employment in Education Programs or Activities Prohibited § 101-4.540 Advertising. A recipient shall not in any advertising related to employment indicate preference, limitation, specification,...

  16. 37 CFR 10.32 - Advertising.

    Science.gov (United States)

    2010-07-01

    ... 37 Patents, Trademarks, and Copyrights 1 2010-07-01 2010-07-01 false Advertising. 10.32 Section 10... of Professional Responsibility § 10.32 Advertising. (a) Subject to § 10.31, a practitioner may advertise services through public media, including a telephone directory, legal directory, newspaper, or...

  17. Re-Designing Business Card Advertisements.

    Science.gov (United States)

    Schaub, Laura

    2001-01-01

    Discusses ways to turn information from a business card into an advertisement to be placed in a student publication. Addresses visual interest, typography, and other design issues. Includes several sample advertisements and a classroom activity involving redesigning a business card into an advertisement. (RS)

  18. Some Linguistic Features in Advertising English

    Institute of Scientific and Technical Information of China (English)

    刘冰

    2009-01-01

    "Advertising" might be defined as any means of bringing information to the public for the purpose of drawing attention to manufactured goods, services, shops, or entertainments. Distinguished from other varieties like English in lit-erature, English in news and English in science, advertising English enjoys many other interesting features. This paper intends to discuss some linguistic features in Advertising English.

  19. [What messages did the Norwegian tobacco industry communicate to consumers in its advertising?].

    Science.gov (United States)

    Lund, Karl Erik

    2002-01-30

    A Norwegian official report, NOU 2000: 16, Tort liability for the Norwegian tobacco industry, concludes that Norwegian law and judicial practice allows lawsuits against the tobacco industry for damages. A crucial claim in such suits would be that the industry withheld information on health risks and addiction and instead used advertising messages that undermined the information campaigns initiated after the reports on smoking and health from the U.S. Surgeon-General and the Norwegian Board of Health in 1964. This article reports a study of differences in tobacco advertising in Norway before and after 1964. A total of 1,945 photographs of advertisements in two popular weekly family magazines over the 1955 to 1975 period were stored in a database along with information on date of publication, size, copy and message, presumed target group, and characteristics of persons and situations shown. Up until 1964, advertisement space per year in these magazines totalled 100 dm2 (11 sq. feet). The amount of advertising space then increased up until 1973, to 2,033 dm2 (219 sq. feet). The share featuring women went up from 33 in the 1955-64 period to 62% in 1965-75, when 51% of advertisements showed women smoking while 31% showed men smoking. Pre-1964 advertisements primarily contained information to smokers on price, type of tobacco, packaging and country of origin; after 1964 the advertisements developed a more universal appeal associating smoking with various social situations marked by style, well-being and comfort. The tobacco was said to be pure, fresh, mild and natural, and the filter was claimed to have protective properties. It is probable that the cognitive dissonance created by more health information on smoking after 1964, i.e. the necessary motivation to quit, was reduced as a result of strategic changes in the amount and content of advertising.

  20. Marketing campaigns and politics – british experience

    Directory of Open Access Journals (Sweden)

    Halida Sarajlić

    2007-12-01

    Full Text Available By gaining political power, individuals and political par¬ties at the same time gain the power to shape not only political but also public life. An accelerated growth of mass media communication has led to the development of various means and techniques of political marketing. This in turn requires certain adjustments to political campaigns and programs, out of which only those adapted to the new communication environment may succeed. Marketing in terms of politics and especially negative comparative advertising, which is becoming increasingly more present and intense in political campaigning, opens a series of ethical questions. Among others, these include whether such advertising in politics is effective, to what extent and what its consequences are. The goal of this paper is to present the main characteristics of political marketing, the effectiveness of the methods and techniques used in the course of elect¬ion campaigning, their consequences and basic differences between political marketing and products and services marketing. A special emphasis will be placed on the presentation of political marketing of Great Britain, which has a long tradition in utilizing marketing methods and techniques in the political arena. Moreover, political moves made by politicians and political parties in Great Britain certainly make a good starting point for shaping an optimal political strategy in other countries, while at the same time taking into account the particulars of a specific political and social environment. Content analysis methodology was used in the preparation of this paper and all the data were gathered from secondary sources.

  1. The ethics of distress: toward a framework for determining the ethical acceptability of distressing health promotion advertising.

    Science.gov (United States)

    Brown, Stephen L; Whiting, Demian

    2014-04-01

    Distressing health promotion advertising involves the elicitation of negative emotion to increase the likelihood that health messages will stimulate audience members to adopt healthier behaviors. Irrespective of its effectiveness, distressing advertising risks harming audience members who do not consent to the intervention and are unable to withdraw from it. Further, the use of these approaches may increase the potential for unfairness or stigmatization toward those targeted, or be considered unacceptable by some sections of the public. We acknowledge and discuss these concerns, but, using the public health ethics literature as a guide, argue that distressing advertising can be ethically defensible if conditions of effectiveness, proportionality necessity, least infringement, and public accountability are satisfied. We do not take a broad view as to whether distressing advertising is ethical or unethical, because we see the evidence for both the effectiveness of distressing approaches and their potential to generate iatrogenic effects to be inconclusive. However, we believe it possible to use the current evidence base to make informed estimates of the likely consequences of specific message presentations. Messages can be pre-tested and monitored to identify and deal with potential problems. We discuss how advertisers can approach the problems of deciding on the appropriate intensity of ethical review, and evaluating prospective distressing advertising campaigns against the conditions outlined.

  2. Study the Public Service Advertisement from the Perspective of Multimodal Metaphor%从多模态隐喻看公益广告

    Institute of Scientific and Technical Information of China (English)

    任慧君

    2014-01-01

    With the development of technology and science, Multimodal analysis, including words、pictures、sound and etc, be-comes possible. Owing to the analysis, cognitive linguistic researches the essence of metaphor from the perspective of multimodal metaphor. The types of public service advertisements are various. Thanks to the appearance of multimodality, the themes of pub-lic service advertisements are better understood. In order to persuade people to care the elderly, taking the example of two public service advertisements about caring the elderly, the characteristics of multimodal metaphor in them are analyzed in details.%科学技术不断发展,信息时代的到来,集文字、图像、声音等为一身的多模态分析成为可能。有别于传统隐喻,认知语言学开始从多模态隐喻的角度,探究隐喻的本质。公益广告的类型也不仅仅局限在文字层面,图像和文字相结合型、声音、图像以及文字相结合型等层出不穷,文字、图像以及色彩等多模态共同发挥作用,从而进一步更好的揭示公益广告所体现的主题。以两则关爱老人的公益广告为例,从多模态隐喻角度,揭示公益广告中多模态隐喻的特点,阐释其所体现的对老年人的关爱之情,以期达到有效劝说作用,关爱老人。

  3. REMARKS ABOUT ONLINE ADVERTISING - A QUALITATIVE RESEARCH AMONG ROMANIAN PROFESSIONALS

    Directory of Open Access Journals (Sweden)

    Acatrinei Carmen

    2015-07-01

    Full Text Available In the online environment, the users have more control regarding what they want to see and this affects the advertising they are exposed to (due to the profiles created by the websites they have visited. Organizations can personalize the advertising campaigns designed at a higher level, to better meet the needs of the consumers. This paper offers an in-depth view about online advertising from 12 Romanian experts, who represent companies or digital advertising agencies and who employ this tool in order to promote themselves or to develop campaigns for their clients. The empirical research undertaken has a qualitative nature, semi-structured detailed interviews with the professionals have taken place in February-March 2015, in Bucharest. Online advertising was mostly defined by the specialists as being dynamic; and some of the attributes that characterizes this domain are measurability and personalization. Clear objectives settled, correct targeting of users, a well-established strategy and planning are the key elements that would lead to a successful online advertising campaign. The Romanian agencies offer integrated online advertising services, from research and market analysis to implementation and results’ assessment of the campaigns. The formats they have been using are: search, display, video, social media advertising, affiliated marketing and sponsorship. Most of the representatives interviewed suggest that their companies’ offers might / will change due to the dynamics of the medium. Online advertising helps the other online marketing tools perform better and develop the online presence of the companies. All the respondents have confirmed that following the introduction and great use of smartphones, their companies have adjusted the online advertising campaigns to better target the potential customers that use mobile devices. Most of the companies that invest in online advertising campaigns come from sectors such as: retail, telecom

  4. Public Hygiene Campaign in Denmark during the 2009 H1N1 Pandemic Had No Effect on Hospitalization Rate of Communicable Diseases in Children

    OpenAIRE

    Nadja Hawwa Vissing; Astrid Sevelsted; Hans Bisgaard

    2013-01-01

    BACKGROUND: During the 2009 H1N1 pandemic the Danish National board of Health carried out massive public hygiene campaigns to limit spread of disease. We aimed to investigate whether this resulted in lower incidences of communicable diseases in the paediatric population. METHODS: The study compared annual hospitalization rates for childhood infections from 2005 to 2011. RESULTS: Admission rates for infections were higher during the year of the pandemic compared to the rest of the period. CONC...

  5. 48 CFR 5.504 - Use of advertising agencies.

    Science.gov (United States)

    2010-10-01

    ... ACQUISITION PLANNING PUBLICIZING CONTRACT ACTIONS Paid Advertisements 5.504 Use of advertising agencies. (a.... If the advertising agency will not agree to place advertisements at no cost, the agreement shall (1... 48 Federal Acquisition Regulations System 1 2010-10-01 2010-10-01 false Use of...

  6. 36 CFR 223.82 - Contents of advertisement.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 2 2010-07-01 2010-07-01 false Contents of advertisement... SALE AND DISPOSAL OF NATIONAL FOREST SYSTEM TIMBER Timber Sale Contracts Advertisement and Bids § 223.82 Contents of advertisement. (a) A timber sale advertisement shall include the following...

  7. 16 CFR 238.0 - Bait advertising defined. 1

    Science.gov (United States)

    2010-01-01

    ... 16 Commercial Practices 1 2010-01-01 2010-01-01 false Bait advertising defined. 1 238.0 Section... BAIT ADVERTISING § 238.0 Bait advertising defined. 1 1 For the purpose of this part “advertising” includes any form of public notice however disseminated or utilized. Bait advertising is an alluring...

  8. Effective Application of Psychological Motivators for Social Advertisers.

    Science.gov (United States)

    Severn, Jessica

    Social advertisers--those responsible for public and nonprofit advertising and marketing--must employ many of the major psychological motivations used by commercial advertisers to stimulate desire and action on the part of target audiences. For example, commercial advertisers create psychological stimuli to facilitate motivation of the fulfillment…

  9. On the effects of advertising on the political behaviour of the individual

    OpenAIRE

    Kazdanyan S.; Yengoyan P.; Akopyan G.

    2017-01-01

    The article is devoted to questioning the impact of advertising on the political behavior of the individual. Several methods and technologies used in political advertising to influence the consciousness and behavior of people. The article describes the stages of the creation of political advertising and the elements of campaign strategy and noted components of the structure of political advertising. The authors believe that it is necessary to study advertising for minimizing influence and con...

  10. Multimodal Metaphors in Forest Protection Public Service Advertisements%保护森林资源公益广告中的多模态隐喻研究

    Institute of Scientific and Technical Information of China (English)

    胡芳; 刘诗萌

    2015-01-01

    On the basis of Forceville's theory of multimodal metaphor,the multimodal metaphors in three typical forest protection public service advertisements were analyzed from the perspective of metaphorical meaning construction and mapping.The study shows that both visual and verbal modes contribute to the construction of metaphorical meaning in forest protection public service advertisements,and the dynamic narrativity,vividness and universality of multimodal metaphors will help to make the advertisements more informative and make a deep impression on the readG ers,thus improving the social effects.%以 Charles Forceville 的多模态隐喻观为理论基础,从保护森林资源公益广告中选取有代表性的三则广告作为主要研究对象,从隐喻意义构建、隐喻映射等方面探讨了该语类中的多模态隐喻现象。研究表明在保护森林资源公益广告中,图像模态和文字模态共同参与隐喻意义的构建,多模态隐喻具有的动态叙事性、鲜活性、普遍性使广告的信息量更大,给读者留下更直观、深刻的印象,从而取得更好的公益宣传的社会效果。

  11. Social Advertising Quality: Assessment Criteria

    Directory of Open Access Journals (Sweden)

    S. B. Kalmykov

    2017-01-01

    Full Text Available Purpose: the The purpose of the publication is development of existing criterial assessment in social advertising sphere. The next objectives are provided for its achievement: to establish research methodology, to develop the author’s version of necessary notional apparatus and conceptual generalization, to determine the elements of social advertising quality, to establish the factors of its quality, to conduct the systematization of existing criteria and measuring instruments of quality assessment, to form new criteria of social advertising quality, to apply received results for development of criterial assessment to determine the further research perspectives. Methods: the methodology of research of management of social advertising interaction with target audience, which has dynamic procedural character with use of sociological knowledge multivariate paradigmatic status, has been proposed. Results: the primary received results: the multivariate paradigmatic research basis with use of works of famous domestic and foreign scientists in sociology, qualimetry and management spheres; the definitions of social advertising, its quality, sociological quality provision system, target audience behavior model during social advertising interaction are offered; the quality factors with three groups by level of effect on consumer are established; the systematization of existing quality and its measure instruments assessment criteria by detected social advertising quality elements are conducted; the two new criteria and its management quality assessment measuring instruments in social advertising sphere are developed; the one of the common groups of production quality criteria – adaptability with considering of new management quality criteria and conducted systematization of existing social advertising creative quality assessment criteria development; the perspective of further perfection of quality criterial assessment based on social advertising

  12. Physician Advertising: The Debate.

    Science.gov (United States)

    Bruhn, Diane; Alley, Susan

    In the area of commercial speech, the courts face two competing rights: the public's right to know and the state's right to discipline members of the medical profession. The Federal Trade Commission has taken strong action against medical advertising prohibitions, and legal precedents have been set in Virginia Board of Pharmacy v. Virginia…

  13. Modelling the cost-effectiveness of public awareness campaigns for the early detection of non-small-cell lung cancer

    Science.gov (United States)

    Hinde, S; McKenna, C; Whyte, S; Peake, M D; Callister, M E J; Rogers, T; Sculpher, M

    2015-01-01

    Background: Survival rates in lung cancer in England are significantly lower than in many similar countries. A range of Be Clear on Cancer (BCOC) campaigns have been conducted targeting lung cancer and found to improve the proportion of diagnoses at the early stage of disease. This paper considers the cost-effectiveness of such campaigns, evaluating the effect of both the regional and national BCOC campaigns on the stage distribution of non-small-cell lung cancer (NSCLC) at diagnosis. Methods: A natural history model of NSCLC was developed using incidence data, data elicited from clinical experts and model calibration techniques. This structure is used to consider the lifetime cost and quality-adjusted survival implications of the early awareness campaigns. Incremental cost-effectiveness ratios (ICERs) in terms of additional costs per quality-adjusted life-years (QALYs) gained are presented. Two scenario analyses were conducted to investigate the role of changes in the ‘worried-well' population and the route of diagnosis that might occur as a result of the campaigns. Results: The base-case theoretical model found the regional and national early awareness campaigns to be associated with QALY gains of 289 and 178 QALYs and ICERs of £13 660 and £18 173 per QALY gained, respectively. The scenarios found that increases in the ‘worried-well' population may impact the cost-effectiveness conclusions. Conclusions: Subject to the available evidence, the analysis suggests that early awareness campaigns in lung cancer have the potential to be cost-effective. However, significant additional research is required to address many of the limitations of this study. In addition, the estimated natural history model presents previously unavailable estimates of the prevalence and rate of disease progression in the undiagnosed population. PMID:26010412

  14. A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies

    Directory of Open Access Journals (Sweden)

    Acatrinei Carmen

    2015-08-01

    Full Text Available The present paper offers an in-depth view about the online advertising formats that are used by Romanian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, video advertising, affiliate marketing and sponsorship advertising format (advertorials and content sponsorship. The specialists argued about the most relevant and efficient online advertising format that they use. From their personal experience, the professionals were asked to mention which are the elements / attributes that have a significant impact on: search, display, video, social media and mobile advertising campaigns. All the respondents mentioned that their companies use remarketing campaigns. The budget of an online advertising campaign is settled differently among the formats used. The purpose of the paper is to analyze the views of professionals regarding the Romanian online advertising market and this study precedes a quantitative research among Romanian consumers exposed to online advertising campaigns in order to make a comparison between the results obtained in both studies and propose a model of online advertising campaign as close to consumers‟ wants.

  15. On Communication Predicament of Public Service Advertisement in China and Its Realization of Cultural Values%我国公益广告传播困境及其文化价值实现研究

    Institute of Scientific and Technical Information of China (English)

    汤劲

    2015-01-01

    我国公益广告起步较晚,但近年来发展迅速,社会影响力日趋扩大。受各种因素影响,当前我国公益广告传播中还存在诸多问题,在一定程度上消解了公益广告传播的应有效应。%The public service advertisement in China started late,but it developed rapidly in recent years and the social influence is widening.Under the influence of various factors,there are still many problems in public service advertisement in China, which dispelled the due effect of the spreading of the public service advertisements in a certain extent.

  16. Study on Multimodal Metaphorical Representation of Public Service Advertisement%公益广告多模态隐喻表征方式研究

    Institute of Scientific and Technical Information of China (English)

    蒋婷婷

    2015-01-01

    以认知语言学隐喻理论为基础,以具有代表性的中外公益广告为研究对象,探讨公益广告多模态隐喻表征方式和语类特点。研究表明,公益广告隐喻表征方式主要可分为六类,图像和文字互动构建的多模态隐喻能在视觉和心灵上给广告受众带来强烈震撼,进而达到劝谏效果。%On the basis of cognitive metaphorical theory, the present paper discusses multimodal metaphorical representation and its genre features with examples of representative public service advertisements both in China and abroad. The study shows that multimodal metaphorical representation of public service advertisements can be classified into six types.Multimodal metaphors mu⁃tually constructed by both letters and pictures can make powerful visual and psychological impact on the audience, thus contribut⁃ing to a better persuasion effect.

  17. Using vignettes to tap into moral reasoning in public health policy: practical advice and design principles from a study on food advertising to children.

    Science.gov (United States)

    Mah, Catherine L; Taylor, Emily; Hoang, Sylvia; Cook, Brian

    2014-10-01

    In this article, we describe a process for designing and applying vignettes in public health policy research and practice. We developed this methodology for a study on moral reasoning underpinning policy debate on food advertising to children. Using vignettes prompted policy actors who were relatively entrenched in particular ways of speaking professionally about a controversial and ethically challenging issue to converse in a more authentic and reflective way. Vignettes hold benefits and complexities. They can focus attention on moral conflicts, draw out different types of evidence to support moral reasoning, and enable simultaneous consideration of real and ideal worlds. We suggest a process and recommendations on design features for crafting vignettes for public health policy.

  18. Linguistic Characteristics of Commercial and Social Advertising Slogans

    Directory of Open Access Journals (Sweden)

    Pavel Skorupa

    2015-12-01

    Full Text Available The current paper presents the analysis of linguistic characteristics of commercial and social advertising slogans. There is no uniform definition of the advertising slogan in the scientific literature, therefore, an attempt to provide the definition of a slogan in the context of marketing communication was made. One of the main functions of both social and commercial advertising is to provide information to the target audience and make it act in a way desired by the advertisers. As language, either spoken or written, has a powerful influence over people and their behaviour, the article analysis the language of advertising from the linguistic point of view and focuses on the phonological and semantic characteristics of slogans for commercial and social advertising campaigns. The analysis of 110 English slogans (55 commercial and 55 social advertising campaigns showed the frequent use of both sound techniques and figurative language in commercial advertising slogans, which make the slogans more memorable, attractive and highlighting the advertised brand in a positive way. In contrast, the sound techniques and figurative language are scarce in slogans for social advertising campaigns.

  19. Exploring Differences in Youth Perceptions of the Effectiveness of Electronic Cigarette Television Advertisements.

    Science.gov (United States)

    Duke, Jennifer C; Allen, Jane A; Eggers, Matthew E; Nonnemaker, James; Farrelly, Matthew C

    2016-05-01

    Studies suggest that exposure to televised electronic cigarette (e-cigarette) advertising contributes to the recent increase in e-cigarette use among youth. This study examines the relationship between perceptions of e-cigarette advertisements and attitudes toward and intentions to use e-cigarettes among youth who had never used e-cigarettes. In May 2014, we conducted an online survey of 5020 youth aged 13 to 17. Participants were randomly assigned to answer questions about their attitudes toward and intentions to use e-cigarettes before or after viewing e-cigarette advertisements. Perceived effectiveness (PE) of advertisements was measured after ad exposure. Ordinary least squares models were used to assess the relationship between PE and study outcomes. Among never e-cigarette users, greater PE was associated with more positive attitudes toward e-cigarettes (b = 0.74, P exposure, youth who have never used e-cigarettes previously perceive e-cigarettes as cooler, more fun, healthier, and more enjoyable. Youth who thought the ads were more effective were more likely to have a positive attitude toward e-cigarettes and greater intention to try e-cigarettes in the future. Restricting televised e-cigarette advertising may reduce e-cigarette initiation among youth. Previous studies demonstrate that, among adults, PE is antecedent to actual ad effectiveness across a range of behaviors. To our knowledge, this is the first study to document the relationship between PE and advertising effectiveness among youth. It provides evidence that PE may be a useful tool to quantify the potential influence of advertising on youth-advertising that, in this case, is designed to market a consumer good that may be harmful to youth but that may also be used to develop public health campaigns. © The Author 2015. Published by Oxford University Press on behalf of the Society for Research on Nicotine and Tobacco. All rights reserved. For permissions, please e-mail: journals.permissions@oup.com.

  20. Increasing fruit and vegetable consumption: success of the Western Australian Go for 2&5 campaign.

    Science.gov (United States)

    Pollard, Christina M; Miller, Margaret R; Daly, Alison M; Crouchley, Kathy E; O'Donoghue, Kathy J; Lang, Anthea J; Binns, Colin W

    2008-03-01

    The Western Australian Health Department's Go for 2&5 campaign aimed to increase adults' awareness of the need to eat more fruit and vegetables and encourage increased consumption of one serving over five years. The multi-strategy fruit and vegetable social marketing campaign, conducted from 2002 to 2005, included mass media advertising (television, radio, press and point-of-sale), public relations events, publications, a website (www.gofor2and5.com), and school and community activities. Campaign development and the evaluation framework were designed using health promotion theory, and assessed values, beliefs, knowledge and behaviour. Two independent telephone surveys evaluated the campaign: the Campaign Tracking Survey interviewed 5032 adults monitoring fruit and vegetable attitudes, beliefs and consumption prior to, during and 12 months after the campaign; and the Health & Wellbeing Surveillance System surveyed 17,993 adults between 2001 and 2006, continuously monitoring consumption. Population public health intervention-social marketing campaign in Western Australia, population of 2,010,113 in 2005. Adults in the Perth metropolitan area. The campaign reached the target audience, increasing awareness of the recommended servings of fruit and vegetables. There was a population net increase of 0.8 in the mean number of servings of fruit and vegetables per day over three years (0.2 for fruit (1.6 in 2002 to 1.8 in 2005) and 0.6 for vegetables (2.6 in 2002 to 3.2 in 2005), significant at P marketing is effective in improving nutrition knowledge, attitudes and consumption behaviour. The Go for 2&5 campaign provides guidance to future nutrition promotion through social marketing.

  1. MARKETING RESEARCH IN ADVERTISING

    Directory of Open Access Journals (Sweden)

    Vranceanu Diana

    2008-05-01

    Full Text Available 21th century advertising might just be the most powerful weapon a marketer haves and a quite efficient one if we think about the way it changed our world. But all that power comes with great responsibility: used accordingly by planning everything in the smallest detail possible it can be the best thing that ever happen to a company, used without any kind of strategy it can very well be a large scale disaster. Because of the great costs that advertising is much too often associated with and also the long term affects it haves on the consumer a company should never start an advertising campaign without knowing every single last detail concerning their product and consumers. The study of the promotional message will show its capacity to gain the attention of the targeted audience, to stand out from other messages, to be associated with the product/service it promotes, to generate a positive reaction towards that specific product/service and to encourage its purchasing.

  2. 41 CFR 60-1.41 - Solicitations or advertisements for employees.

    Science.gov (United States)

    2010-07-01

    ... advertisements for employees. 60-1.41 Section 60-1.41 Public Contracts and Property Management Other Provisions... or advertisements for employees. In solicitations or advertisements for employees placed by or on... U.S.C. 701; (c) Uses a single advertisement, and the advertisement is grouped with...

  3. Advertising between Archetype and Brand Personality

    Directory of Open Access Journals (Sweden)

    Clemens Bechter

    2016-06-01

    Full Text Available The aim of the paper is the alignment of C.G. Jung’s (1954 archetypes and Aaker’s (1997 brand personality framework in the context of advertising. C.G. Jung’s theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite the fact that both frameworks refer to persons/personalities there is no publication linking the two frameworks. Our research tried to fill this gap by developing a joint framework combining Jung’s and Aaker’s attributes and apply it by analyzing two distinctively different TV commercials from Asian hotel chains. A total of 102 Executive MBA students had to watch both TV commercials and then conduct an Archetype (C.G. Jung Indicator test and rate Brand Personality (Aaker traits of the two commercials. Results show that there is common ground. This has implications for advertisers who may want to specify an archetype and related personality attributes for their promotional campaigns. Game changers in the hospitality sector may want to be seen as Outlaw whereas established hotel chains may position themselves as Lover with personality attributes such as welcoming, charming, and embraced.

  4. Public relations advertising and company image building%论公关广告与企业形象的塑造

    Institute of Scientific and Technical Information of China (English)

    徐天敏

    2013-01-01

    企业形象是社会公众与企业接触交往过程中所感受到的总体印象,现已成为企业的一种无形资产,而合理有效地运用公关广告可以帮助企业塑造良好的组织形象,强化品牌形象,达到“润物细无声”、“滴水穿石”的宣传效果,以赢得独特的竞争优势。%Company image is an general impression which the company brings to public by communication. It has been an intangible asset today. The more efficient use of PR-advertising contributes to building company image and enhancing brand appearance. The effort in company image makes cumulative advertisement come true, and helps to gain the specific competitive advantage.

  5. Adolescent exposure to food advertising on television.

    Science.gov (United States)

    Powell, Lisa M; Szczypka, Glen; Chaloupka, Frank J

    2007-10-01

    Television viewing is hypothesized to contribute to obesity among children and adolescents through several mechanisms that include the displacement of physical activity, snacking while watching TV, and the influence of food advertising. This study drew on television ratings to examine the distribution of food advertising exposure among adolescents aged 12 through 17 based on 170 top-rated shows across network, cable and syndicated TV stations over the 9-month period from September 2003 to May 2004. A total of 238,353 30-second equivalent advertisements on the top-rated shows were assessed. Each advertisement was weighted by its rating to measure actual exposure to advertisements. The results showed that among total nonprogram content time, food-related products accounted for roughly one fifth of advertising exposure. Excluding TV promotions and public service announcements, as a proportion of all product advertising, total food-related advertising made up 26% of advertised products viewed by adolescents. By race, the proportion of advertising exposure to food products was 14% greater for African-American versus white adolescents and total exposure to food advertising would be even larger for African-American teens given that, on average, they watched more TV. Fast food was the most frequently viewed food product category comprising 23% of all food-related advertisements among adolescents. Food ads made up just over one quarter of TV ads viewed by adolescents with the most commonly viewed products of fast food, sweets, and beverage products well within the reach of their own purchasing power.

  6. An Expert Systems Approach for PR Campaigns Research.

    Science.gov (United States)

    Cameron, Glen T.; Curtin, Patricia A.

    1992-01-01

    Describes an expert system (the artificial intelligence program "Publics") that helps users identify key publics for public relations campaigns. Examines advantages and problems encountered in its use in public relations campaigns classrooms. (SR)

  7. Negative election campaign – violence in political communication?

    Directory of Open Access Journals (Sweden)

    Ionela Carmen Boșoteanu

    2011-10-01

    Full Text Available Today, at the beginning of the XXIst century, politics has come to display itself, under all its forms, in front of a mass public through communication media, within the daily exercise of democracy practice. All of the political actors admit that one of the main conditions for having a successful intervention in public debate, in making decisions is to understand the way communication and media work. The growing immixture of communication mass media in the political arena, as well as the tendency to propagate politics – a show with more and more violent and aggressive acts, in absence of arguments, the way political parties and politicians use public relations, marketing and advertising techniques in elections campaigns testify to the political fervour and degradation of political speech.

  8. Merging Advertising and PR: Integrated Marketing Communications.

    Science.gov (United States)

    Rose, Patricia B.; Miller, Debra A.

    1994-01-01

    Identifies and compares the perceived educational needs of advertising and public relations practitioners. Explores differences between practitioners in small versus large markets, and assesses practitioners' beliefs about integrated marketing communications (the merger of advertising and public relations under a single organizational unit). (SR)

  9. 36 CFR 331.20 - Advertisement.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 3 2010-07-01 2010-07-01 false Advertisement. 331.20 Section 331.20 Parks, Forests, and Public Property CORPS OF ENGINEERS, DEPARTMENT OF THE ARMY REGULATIONS..., KENTUCKY AND INDIANA § 331.20 Advertisement. Unless otherwise authorized in writing by the...

  10. 我国廉政公益广告的传播现状和传播策略研究%On China’s Anti-corruption and Public-interest Advertisings and their Strategies

    Institute of Scientific and Technical Information of China (English)

    张雪

    2013-01-01

    随着经济的发展,廉政公益广告也越来越多的走进人们的视线,而其传播效果却一直不尽如人意。分析了廉政公益广告的传播现状和存在的问题,究其根源,在于广告本身对于受众定位不够清晰。在对广告目标受众、广告创意策略等方面进行分析的基础上,结合对香港、日本等地的优秀廉政公益广告案例的研究析,提出了我国廉政公益广告的传播策略。%With the development of economy,anti-corruption and public-interest advertisings are increas-ingly familiar to the audience,but their effects are not satisfactory.The paper makes an analysis of the ad-vertisings and their problems and suggests that their failure is related to the absence of the audience posi-tioning.Upon analysis of the target audience and advertising innovation,the paper studies the successful advertising cases in Japan and Hong Kong and proposes the strategies for good anti-corruption and public-interest advertisings.

  11. 日本公共广告机构运行机制分析及启示%ANALYSIS AND REVELATION OF RUNNING MECHANISM OF JAPANESE PUBLIC ADVERTISING AGENCIES

    Institute of Scientific and Technical Information of China (English)

    霍楷

    2015-01-01

    Advertising Council Japan (AC) is Japan's largest, not to profit and servicing for social advertising management and operation mechanism. Through the design process of the organization and management mode of AC and the design process of public advertising, the paper analyzes the system cooperation, industry self-discipline, activity and high quality of the AC operating system. It has an important reference and reference to the development of public advertising in China.%日本公共广告机构(JAPAN ADVERTISING COUNCIL)简称“AC”,是日本最大的、不以盈利为目的服务社会的广告管理及运营机构。文章通过对日本公共广告机构的组织管理模式、公共广告的设计流程来探讨运行模式,分析得出AC运行机制的系统协作性、行业自律性、活动广泛性和设计高品质,对我国公益广告的发展具有重要的参考和借鉴作用。

  12. Internet Advertising. Google AdWords versus Facebook Ads

    Directory of Open Access Journals (Sweden)

    Paul PAŞCU

    2014-05-01

    Full Text Available This article describes how to use the applications for Internet advertising, Google AdWords and Facebook Ads. Our attempt is to present the advantages and disadvantages of each of them, the costs and benefits, a useful aspect for companies that plan to start advertising campaigns on the Internet.

  13. English in Advertising: Generic Intertextuality in a Globalizing Media Environment

    Science.gov (United States)

    Kuppens, AN H.

    2010-01-01

    Across the globe, the use of English is a popular advertising technique. The ever expanding body of studies on this topic has revealed a number of explanations for the use of English in the advertising. It can be related to the larger marketing strategy of a campaign, to the cultural connotations English carries, or English can be used for…

  14. English in Advertising: Generic Intertextuality in a Globalizing Media Environment

    Science.gov (United States)

    Kuppens, AN H.

    2010-01-01

    Across the globe, the use of English is a popular advertising technique. The ever expanding body of studies on this topic has revealed a number of explanations for the use of English in the advertising. It can be related to the larger marketing strategy of a campaign, to the cultural connotations English carries, or English can be used for…

  15. Doctors and local media: a synergy for public health information?: a controlled trial to evaluate the effects of a multifaceted campaign on antibiotic prescribing (protocol).

    Science.gov (United States)

    2011-10-19

    patients may have on physicians' prescribing behaviour (directly or indirectly) and in physicians' endorsement of the campaign goals, considering their participation in its design.This study could observe a reduction lower than 5% in the prescribing rate of antibiotics. Such a reduction would be of public health relevance and would determine average savings of almost twice as much as the campaign costs.

  16. Doctors and local media: a synergy for public health information? A controlled trial to evaluate the effects of a multifaceted campaign on antibiotic prescribing (protocol

    Directory of Open Access Journals (Sweden)

    2011-10-01

    rationale for this apparent discrepancy lies in the influence patients may have on physicians' prescribing behaviour (directly or indirectly and in physicians' endorsement of the campaign goals, considering their participation in its design. This study could observe a reduction lower than 5% in the prescribing rate of antibiotics. Such a reduction would be of public health relevance and would determine average savings of almost twice as much as the campaign costs.

  17. We sold a million units : the role of advertising past-sales

    Directory of Open Access Journals (Sweden)

    Monteiro Paulo K.

    2003-01-01

    Full Text Available In a market where past-sales embody information about consumers' tastes, we analyze a seller's incentives to invest in a costly advertising campaign to report past-sales. If consumers are poorly informed, a pooling equilibrium with past-sales advertising obtains. Information revelation only occurs when the seller benefits from the consumers' herding behavior brought about by the advertising campaign. If consumers are better informed, a separating equilibrium with past-sales advertising arises. Information revelation always happens, either through prices or through costly advertisements.

  18. Compliance of disease awareness campaigns in printed Dutch media with national and international regulatory guidelines.

    Directory of Open Access Journals (Sweden)

    Teresa Leonardo Alves

    Full Text Available BACKGROUND: The European legislation prohibits prescription-only medicines' advertising but allows pharmaceutical companies to provide information to the public on health and diseases, provided there is no direct or indirect reference to a pharmaceutical product. Various forms of promotion have become increasingly common in Europe including "disease-oriented" campaigns. OBJECTIVES: To explore examples of disease awareness campaigns by pharmaceutical companies in the Netherlands, by assessing their compliance with the World Health Organization (WHO Ethical Criteria for medicinal drug promotion and the Dutch guidelines for provision of information by pharmaceutical companies. METHODS: Materials referring to health/disease and treatments published in the most widely circulated newspapers and magazines were collected from March to May 2012. An evaluation tool was developed based on relevant underlying principles from the WHO ethical criteria and Dutch self-regulation guidelines. Collected disease awareness advertisements were used to pilot the evaluation tool and to explore the consistency of information provided with the WHO and Dutch criteria. FINDINGS: Eighty materials met our inclusion criteria; 71 were published in newspapers and 9 in magazines. The large majority were news items but 21 were disease awareness advertisements, of which 5 were duplicates. Fifteen out of the 16 disease awareness campaigns were non-compliant with current guidelines mainly due to lack of balance (n = 12, absence of listed author and/or sponsor (n = 8, use of misleading or incomplete information (n = 5 and use of promotional information (n = 5. None mentioned a pharmaceutical product directly. CONCLUSION: Disease Awareness Campaigns are present in Dutch printed media. Although no brand names were mentioned, the lack of compliance of disease awareness campaigns with the current regulations is alarming. There were information deficiencies and evidence of information

  19. ADVERTISING COMMUNICATION AND GENDER STEREOTYPES

    OpenAIRE

    DALIA PETCU; SORIN SUCIU; VASILE GHERHEŞ; CIPRIAN OBRAD

    2012-01-01

    Our article maintains that advertising communication, as a form of commercial communication, is an important part of public communication. Ads are not just forms of promoting products or services, but also modern forms of speech that contribute significantly to the formation of the individual’s identity in contemporary societies. The study aims to identify and analyze the presence of gender stereotypes in Romanian media advertising.

  20. ADVERTISING COMMUNICATION AND GENDER STEREOTYPES

    Directory of Open Access Journals (Sweden)

    DALIA PETCU

    2012-05-01

    Full Text Available Our article maintains that advertising communication, as a form of commercial communication, is an important part of public communication. Ads are not just forms of promoting products or services, but also modern forms of speech that contribute significantly to the formation of the individual’s identity in contemporary societies. The study aims to identify and analyze the presence of gender stereotypes in Romanian media advertising.

  1. FIRST AMENDMENT - FALSE ADVERTISING - SECOND CIRCUIT AFFIRMS THAT DISSEMINATION OF SCIENTIFIC PUBLICATIONS CANNOT BE FALSE ADVERTISING UNDER THE LANHAM Act - ONY Inc. v. Cornerstone Therapeutics, Inc., 720 F.3d 490 (2d Cir. 2013)

    National Research Council Canada - National Science Library

    2014-01-01

      Recently, in ONY Inc v. Cornerstone Therapeutics Inc the Second Circuit held that there could be no actionable false advertising claim against a company that had published and disseminated the allegedly flawed conclusions...

  2. The peculiarity of speech influense of the advertising texts

    Directory of Open Access Journals (Sweden)

    А.S. Тelеtov

    2015-12-01

    Full Text Available The aim of the article. The article shows that although over time advertising texts have an increasing influence on readers, listeners, viewers the responsibility of advertisers is not increased. The results of the analysis. Today advertising texts very often violate moral and ethical standards that directly conflict with the provisions of the Law of Ukraine «On Advertising». Linguistic manipulation of readers and viewers of advertising carried out both in official mass outdoor advertising, placed on special temporary and stationary designs, promotional materials, located in open areas, the outside of buildings, structures, elements of street equipment on the roadway of streets and roads, and directly on asphalt without any prior authorization. Moreover advertisers and advertising producers use so-called shocking advertising. Advertisers often «forget» that their advertising appeals have significant side effects. In the theory of semantic advertising exposure the concept of linguistic manipulatioin is given the first place. It involves appearance in the recipient unconscious incentive to modify his / her behavior which can be essential for advertiser. The essence of linguistic manipulation presents advertising information so that the consumers think that they come to some knowledge, conclusions, decisions on their own, so the attitude to such information is less critical. The basic techniques of linguistic manipulation in advertising are analyzed and classified (language game, the use of precedent texts (intertextuality, intriguing or provocative texts, incorrect and stupid remarks like, etc.. Conclusions and directions of further researches. The proposed synthesis and continuous regulation of advertising legislation can significantly reduce the negative impact of natural components of the existing advertising to the general public. It is clear that legal rules must encourage advertisers to create advertising product according to the

  3. Do You Know What Your Kids Are Drinking? Evaluation of a Media Campaign to Reduce Consumption of Sugar-Sweetened Beverages.

    Science.gov (United States)

    Bleakley, Amy; Jordan, Amy; Mallya, Giridhar; Hennessy, Michael; Piotrowski, Jessica Taylor

    2017-01-01

    This study evaluates a citywide media campaign that targeted reducing sugar-sweetened beverage (SSB) consumption as a strategy for addressing obesity. Rolling cross-sectional survey data, collected before and during the media campaign, with 1367 parents to assess exposure to and effect of a televised public service advertisement (TV PSA) developed using a reasoned action approach. Televised public service advertisement campaign created by the Philadelphia Department of Public Health and disseminated on cable television channels within the Philadelphia market. Philadelphia parents/primary caregivers with a child between the ages of 3 and 16. Linear regression analysis shows that exposure to the TV PSA was significantly associated with intention to substitute nonsugary drinks for SSBs for the parent ( P = .04) and the child ( P = .02). The effect of exposure on intention to reduce child's SSB consumption increased the longer the campaign was in the field. Exposure was also significantly associated with the belief that reducing SSB consumption decreases the risk of diabetes ( P = .04) and was significantly negatively related to the belief that reducing SSB consumption would make mealtimes less enjoyable ( P = .04). These findings suggest that a theory-based mass media campaign can achieve positive changes in intention related to SSB consumption by changing relevant and salient underlying beliefs.

  4. Campaigns Matter

    DEFF Research Database (Denmark)

    Hansen, Kasper Møller; Pedersen, Rasmus Tue

    2014-01-01

    Election campaigns are more than simple competitions for votes; they also represent an opportunity for voters to become politically knowledgeable and engaged. Using a large-scale web panel (n≈5,000), we track the development of political knowledge, internal efficacy and external efficacy among vo...... external efficacy. The findings suggest that positive campaign effects are universal across various media and party systems....... and the external efficacy increase over the course of the campaign, with gains found across different demographic groups, particularly narrowing the gaps in internal efficacy. The news media play a crucial role, as increased knowledge and efficacy are partly driven by media use, although tabloids actually decrease...

  5. Advertising literacy and children's susceptibility to advertising

    NARCIS (Netherlands)

    Rozendaal, E.

    2011-01-01

    This dissertation covers two areas of research that expand our knowledge on children's advertising literacy (i.e., advertising-related knowledge). The first part addresses the development of children's advertising literacy into adult-like levels. The second part focuses on the role of advertising li

  6. Advertising literacy and children's susceptibility to advertising

    NARCIS (Netherlands)

    Rozendaal, E.

    2011-01-01

    This dissertation covers two areas of research that expand our knowledge on children's advertising literacy (i.e., advertising-related knowledge). The first part addresses the development of children's advertising literacy into adult-like levels. The second part focuses on the role of advertising

  7. Effectiveness of humor advertising on advertising success

    OpenAIRE

    S, venkatesh; N, senthilkumar

    2015-01-01

    In global advertising ‘humor’ is the most effective emotion used in advertising compared to other emotional appeals. Advertisers and researchers more interested in Humor in advertising for more than 100 years. But there is no review paper for Impact of humor in advertising till twenty two years of time, in between period there was lot of research outcomes published about humor in advertising. The purpose of this paper to get detailed review about Impact of humor in advertising for 40 years an...

  8. Advertising Expenditures in the Developing World

    OpenAIRE

    Leff, Nathaniel H; John U Farley

    1980-01-01

    Relative to market size, would one expect advertising expenditures to be higher or lower in the developing countries as compared with the more developed countries? This paper discusses some features of the marketing environment in the developing countries in order to clarify some of the conceptual issues which advertising raises for optimizing marketing and public policy decisions in the LDCs. In addition, new measures of advertising intensity in less developed and more developed countries ar...

  9. The promotion of phisical activity in shockvertising campaigns

    Directory of Open Access Journals (Sweden)

    Widawska-Stanisz Agnieszka

    2017-06-01

    Full Text Available Preferring passive life style and the problems with obesity eventuating from this fact, have become very common in many countries. According to research, the physical activity of Poles turns out to be under the average for EU countries. (Sport activity of Poles, 2015, p.3 The promotion of physical activity is one of the most important tasks of public health. The publicity of physical activity, habits of caring for health and wellbeing should be realized by national and local authorities, media and organisations connected w sport and recreation. Next, there are subjects providing sport- recreation services, which use properly worked out marketing programs, apart from purely business goals, they can also become the promoters of physical activity. The aim of this article is to present shocking advertisement as the part of social campaigns influencing the changing the passive lifestyle for the active one. Shown in this article research was conducted among students of one university. The goal of research was the assessment of emotions which were aroused by showing examples of campaigns and their influence on the willingness to take up physical activities by the youth. The article contains the examples of campaigns and the results of research into using this kind of actions among young people. It was assumed, that the showing shocking messages concerning the consequences of lack physical activity, influences on taking up such activity by young people.

  10. 公益类广告的创意与构思策略%The Originality of Public Service Advertisement and Its Design Strategy

    Institute of Scientific and Technical Information of China (English)

    章玲

    2011-01-01

    In this paper, the relationship between public service ads and innovative thinking was studied and discussed through the analysis of China's current situation of public service ads, and the important status and role of innovative thinking in the creation of public service ads. We must break the shackles of thinking, and stimulate the potential of innovative thinking to make public service ads become more innovation, unique and more personality charm. Public service ads provide communication for public welfare activities and public welfare undertakings. Its purpose is to popularize moral concept, code of conduct and thought consciousness which is benefit to society. Compared to commercial advertisements, the originality of public service ads have their own unique perspective. The paper analyzed a large number of public service ads, and then sorted out creative methods of public service ads.%通过对我国公益广告现状的分析,研究和探讨了公益广告与思维创新的关系,阐述了思维创新在公益广告创作中的重要地位和作用,提出了要使公益广告更新颖、独特,更富人格魅力就必须打破思维枷锁,激发思维创新的潜能.公益广告是为公益活动、公益事业提供传播服务的.它是以推广有利于社会的道德观念、行为规范和思想意识为目的的广告传播活动.公益广告的创意相对于商业广告又有其自身的独特视点.本文对大量的公益广告进行了分析,从中归纳整理出公益广告创意的方法.

  11. A cost-effectiveness analysis of online, radio and print tobacco control advertisements targeting 25-39 year-old males.

    Science.gov (United States)

    Clayforth, Cassandra; Pettigrew, Simone; Mooney, Katie; Lansdorp-Vogelaar, Iris; Rosenberg, Michael; Slevin, Terry

    2014-06-01

    To assess the relative cost-effectiveness of various non-television advertising media in encouraging 25-39 year-old male smokers to respond to a cessation-related call to action. Information about how new electronic media compare in effectiveness is important to inform the implementation of future tobacco control media campaigns. Two testimonial advertisements featuring members of the target group were developed for radio, press and online media. Multiple waves of media activity were scheduled over a period of seven weeks, including an initial integrated period that included all three media and subsequent single media phases that were interspersed with a week of no media activity. The resulting Quit website hits, Quitline telephone calls, and registrations to online and telephone counselling services were compared to advertising costs to determine the relative cost-effectiveness of each media in isolation and the integrated approach. The online-only campaign phase was substantially more cost-effective than the other phases, including the integrated approach. This finding is contrary to the current assumption that the use of a consistent message across multiple media simultaneously is the most cost-effective way of reaching and affecting target audiences. Online advertising may be a highly cost-effective channel for low-budget tobacco control media campaigns. © 2014 The Authors. ANZJPH © 2014 Public Health Association of Australia.

  12. YouTube advertising and its significance in the Czech Republic

    OpenAIRE

    Borýsek, Jan

    2014-01-01

    This bachelor's thesis is dealing with current possibilities of advertising on YouTube in the Czech Republic. Based on the analysis of selected advertising campaigns on YouTube it evaluates its effectiveness and impact. By author's own research it identifies internet users' attitude towards advertising on YouTube in comparison with television advertising. The thesis also compares selected media indicators of YouTube and television.

  13. [Drug advertising--users want information. Report of telephone survey conducted by North-Rhine Westphalia Public Health Service on the topic of drug advertising and drug information for users].

    Science.gov (United States)

    Puteanus, U

    2000-10-01

    In Germany, drug advertising of non-prescription drugs is a controversial subject. On the one hand, consumer organisations plead for placing a ban on advertising or at least to offer a detailed description of medical risks in respect of protection. On the other hand, the pharmaceutical industry is keen on liberalizing the specific advertising law for drugs. A representative telephone survey among the population of North Rhine-Westphalia was conducted in April and May 1999. It showed consumer interest in advertising, the value of information on risks, the institution with maximum credibility in drug information for consumers, the importance of the now obligatory sentence after every advertisement: Regarding risks and side effects read the leaflet in the package and ask your physician or pharmacist, and to what extend the consumer would take advice from independent experts over the telephone about drugs. It was found that, in particular women, about 30% are occasionally interested in advertising, younger people are more open-minded about advertising than older people; and that doctors and pharmacists have the most credibility and are consulted for further information. It was also found that more than 80% of the population demanded precise information on the side effects of drugs. One-third of the consumers declared that the obligatory sentence (see above) led to greater demand for information from doctors or to read attentively the instruction leaflet. Nevertheless, there is a need for more information from more than half of the consumers, who would take advantage of an independent advice centre if this should exist.

  14. A content analysis of food advertising on Turkish television.

    Science.gov (United States)

    Akçil Ok, Mehtap; Ercan, Aydan; Kaya, Fatih Suleyman

    2016-12-01

    The aim of this study was to conduct a comprehensive content analysis of Television (TV) food advertising and compare various food advertisements on free-to-air Turkish national TV channels by broadcast time (duration) and frequency over the period of a week (19-25 April 2012). TV food advertisements were the unit of content analysis in this study. Each advertisement identified as promoting a food product was analysed for content; non-food advertisements were not analysed, although they were counted as a proportion of the advertisements aired. We recorded all programmes for 4 h each per day (7 p.m.-11 p.m.), totalling 84 h. Five types of food-related advertisements were identified (basic foods, junk foods, meat products, beverages and fast food), and six types of non-food advertisements. The Student t-test and ANOVA were used to compare the mean broadcast time of all prime time advertising for the two groups. The mean broadcast times for prime time, non-food advertisements showed a statistically significant difference (p advertisements increased during this time period, while the broadcast time per beverage advertisement decreased (ratio = 20.8 s per ads). As a result, TV food advertising increased not only during dinner time but also in overall broadcast time (per advertisement). These findings may be useful for explaining how advertising can negatively influence food choices, thereby increasing public awareness of the need for health messages targeting obesity.

  15. Advertising Theory and Practice.

    Science.gov (United States)

    Sandage, C. H.; Fryburger, Vernon

    The social and economic functions of advertising, its role in business, how it works, and how it is planned and created are the subject of this textbook. Sections include basic values and functions, background for planning advertising strategy, the advertising message, advertising media, testing advertising effectiveness, and the advertising…

  16. Advertising Theory and Practice.

    Science.gov (United States)

    Sandage, C. H.; Fryburger, Vernon

    The social and economic functions of advertising, its role in business, how it works, and how it is planned and created are the subject of this textbook. Sections include basic values and functions, background for planning advertising strategy, the advertising message, advertising media, testing advertising effectiveness, and the advertising…

  17. Modeling the dynamic optimal advertising in stochastic condition

    Institute of Scientific and Technical Information of China (English)

    Rong DU; Qiying HU; Zhiqing MENG

    2004-01-01

    An effort to model the dynamic optimal advertising was made with the uncertainty of sales responses in consideration. The problem of dynamic advertising was depicted as a Markov decision process with two state variables. When a firm launches an advertising campaign, it may predict the probability that the campaign will obtain the sales reponse. This probability was chosen as one state variable. Cumulative sales volume was chosen as another state variable which varies randomly with advertising. The only decision variable was advertising expenditure. With these variables, a multi-stage Markov decision process model was formulated. On the basis of some propositions the model was analyzed. Some analytical results about the optimal strategy have been derived, and their practical implications have been explained.

  18. Competential Design of Public Information. The Development of P.O. Box 51 Campaigns in the Netherlands; Voorlichtingskundig ontwerpen. De totstandkoming van Postbus-51 campagnes

    Energy Technology Data Exchange (ETDEWEB)

    Klaassen, R.

    2004-07-01

    Experts in communication science study the options to improve public information media for decades. Often, the application of scientific insights and advices in public information practice appears to be problematic. A detailed and extensive outline is given of the design and development of public information in the Netherlands, focusing on the so-called 'Postbus-51' (P.O. Box 51) campaigns. One of the campaigns concerns the promotion of renewable energy in order to improve the knowledge and the acceptation of renewable energy in the Dutch society. [Dutch] Communicatiewetenschappers doen al decennia onderzoek naar de mogelijkheden om massamediale voorlichting te verbeteren. De toepassing van wetenschappelijke inzichten en adviezen in de voorlichtingspraktijk blijkt echter vaak problematisch te zijn. De auteur schetst een gedetailleerd en rijk beeld van de praktijk van voorlichtingskundig ontwerpen, met name het ontwerpen van Postbus 51-campagnes. Hij vergelijkt deze praktijk met de bestaande literatuur. Daarin is afstemming op einddoelgroepen de belangrijkste leidraad voor het ontwerpproces; in de praktijk wordt de agenda van de ontwerper beheerst door organisatorische en sociale aspecten van het proces. De manier waarop voorlichting is ingebed in de organisatie beperkt vaak de speelruimte van de voorlichter. Het ontwerpproces verwordt tot een onderhandelingsproces. Uiteenlopende visies en belangen doen de afstemming van de voorlichting op de einddoelgroepen naar de achtergrond verdwijnen. Dit boek is bestemd voor communicatiewetenschappers en anderen die zich professioneel met overheidscommunicatie bezig houden. Voor communicatiewetenschappers is het een kritische reflectie op de verhouding tussen theorie en praktijk. Voor professionals is het vooral een kritische reflectie op de praktijk zelf. Hen wordt als het ware een spiegel voorgehouden.

  19. Examining the FDA's oversight of direct-to-consumer advertising.

    Science.gov (United States)

    Gahart, Martin T; Duhamel, Louise M; Dievler, Anne; Price, Roseanne

    2003-01-01

    Our analysis examined the effects of the Food and Drug Administration's (FDA's) 1997 draft guidance regarding advertisements for prescription drugs broadcast directly to consumers. We found that although direct-to-consumer (DTC) advertising spending by pharmaceutical companies has increased, more than 80 percent of their promotional spending is directed to physicians. DTC advertising appears to increase the use of prescription drugs among consumers. The FDA's oversight has not prevented companies from making misleading claims in subsequent advertisements, and a recent policy change has lengthened the FDA's review process, raising the possibility that some misleading campaigns could run their course before review.

  20. Contraceptive advertising in the United States.

    Science.gov (United States)

    Lebow, M A

    1994-01-01

    Despite the fact that most Americans support the advertising of family planning methods, the minority opposition has influenced the formulation of contraceptive advertising policies. This article attempts to clarify the current status of contraceptive advertising and to suggest a sensible public policy for the future. Opening with a review of opinion polls taken since 1985, the article points out that 70% of station managers reported their belief that contraceptive advertising would offend many people despite the fact that 87% of respondents in a public survey indicated no objection to such advertising. The policies that network television stations have adopted are traced from those instituted in the 1960s by the National Association of Broadcaster's Code Authority. These policies govern the airing of Public Service Announcements (PSAs) as well as advertisements. Magazines and newspapers also resist accepting contraceptive advertising, although they do not face the same regulations as the broadcast media. US Food and Drug Administration policies also act as a barrier to product-specific advertisements on network television despite the fact that the American Medical Association no longer opposes such advertising and the American College of Obstetricians and Gynecologists offered to provide valid information about advertising claims to the media. A review of attempts to advertise contraceptives shows that opposition has dropped significantly in the past 10 years for advertisements in newspapers, on cable television, in magazines, on some commercial television stations, and on many radio stations. However, the major television networks still fail to accept such advertisements. Part of the change that is occurring can be attributable to the emergence of AIDS and the need to promote methods to prevent the disease. However, much AIDS-related advertising has been in the form of PSAs, which are less and less available. The major obstacles to contraceptive advertising today

  1. Surveys of public knowledge and attitudes with regard to antibiotics in Poland: Did the European Antibiotic Awareness Day campaigns change attitudes?

    Science.gov (United States)

    Mazińska, Beata; Strużycka, Izabela; Hryniewicz, Waleria

    2017-01-01

    Antimicrobial resistance is a global public health problem. Monitoring the level of knowledge regarding antibiotics is a part of the European Union Community strategy against antimicrobial resistance. To assess knowledge by the general public in Poland regarding antibiotics, AMR, and the impact of the European Antibiotic Awareness Day campaigns. The repeated cross-sectional study was developed and carried out among the general public in Poland (in 5 waves between 2009 and 2011, embracing a total of 5004 respondents). The survey was based on a self-designed questionnaire, and carried out by Millward Brown SMG/KRC, using Computer Assisted Telephone Interviews (CATI). A high percentage of Polish adults had used antibiotics within the 12 months preceding their participation in the study (38%). Statistically relevant differences were observed regarding the respondents' gender, age, education and employment status. The majority of the antibiotics used were prescribed by physicians (90%). In all five waves, 3% of the respondents purchased an antibiotic without a prescription. Prescriptions were mostly obtained from a general practitioner. The prevailing reasons for taking antibiotics were the common cold, sore throat, cough and flu. Approximately 40% of the respondents expected a prescription for an antibiotic against the flu. The vast majority knew that antibiotics kill bacteria (80%) but at the same time 60% of respondents believed antibiotics kill viruses. Physicians, pharmacists, hospital staff and nurses were mentioned as the most trustworthy sources of information. A third of the respondents declared to have come across information on the prudent use of antibiotics in the preceding 12 months. In the fifth wave, nearly half of the participants (48%), who had come across information about antibiotics in the preceding 12 months declared that the information resulted in a change in their attitude towards antibiotic use. The survey generated information about the

  2. Surveys of public knowledge and attitudes with regard to antibiotics in Poland: Did the European Antibiotic Awareness Day campaigns change attitudes?

    Science.gov (United States)

    Mazińska, Beata; Strużycka, Izabela; Hryniewicz, Waleria

    2017-01-01

    Background Antimicrobial resistance is a global public health problem. Monitoring the level of knowledge regarding antibiotics is a part of the European Union Community strategy against antimicrobial resistance. Objective To assess knowledge by the general public in Poland regarding antibiotics, AMR, and the impact of the European Antibiotic Awareness Day campaigns. Methods The repeated cross-sectional study was developed and carried out among the general public in Poland (in 5 waves between 2009 and 2011, embracing a total of 5004 respondents). The survey was based on a self-designed questionnaire, and carried out by Millward Brown SMG/KRC, using Computer Assisted Telephone Interviews (CATI). Results A high percentage of Polish adults had used antibiotics within the 12 months preceding their participation in the study (38%). Statistically relevant differences were observed regarding the respondents’ gender, age, education and employment status. The majority of the antibiotics used were prescribed by physicians (90%). In all five waves, 3% of the respondents purchased an antibiotic without a prescription. Prescriptions were mostly obtained from a general practitioner. The prevailing reasons for taking antibiotics were the common cold, sore throat, cough and flu. Approximately 40% of the respondents expected a prescription for an antibiotic against the flu. The vast majority knew that antibiotics kill bacteria (80%) but at the same time 60% of respondents believed antibiotics kill viruses. Physicians, pharmacists, hospital staff and nurses were mentioned as the most trustworthy sources of information. A third of the respondents declared to have come across information on the prudent use of antibiotics in the preceding 12 months. In the fifth wave, nearly half of the participants (48%), who had come across information about antibiotics in the preceding 12 months declared that the information resulted in a change in their attitude towards antibiotic use. Conclusion

  3. Interpretations of cigarette advertisement warning labels by Philadelphia Puerto Ricans.

    Science.gov (United States)

    Morris, Nancy; Gilpin, Dawn R; Lenos, Melissa; Hobbs, Renee

    2011-09-01

    This study examined Philadelphia Puerto Ricans' interpretations of the Surgeon General's warnings that appear on cigarette packaging and in advertisements. In-home family focus groups in which participants were asked to comment on magazine cigarette advertisements showed a great variety of interpretations of the legally mandated warning labels. These findings (a) corroborate and add to research in public health and communications regarding the possibility of wide variations in message interpretations and (b) support the call for public health messages to be carefully tested for effectiveness among different social groups. The article's focus on Puerto Ricans addresses the problem of misleading conclusions that can arise from aggregating all Latino subpopulations into one group. The use of a naturalistic setting to examine interpretations of messages about smoking departs from the experimental methods typically used for such research and provides new evidence that even a seemingly straightforward message can be interpreted in multiple ways. Understanding and addressing differences in message interpretation can guide public health campaigns aimed at reducing health disparities. Copyright © Taylor & Francis Group, LLC

  4. ADVERTISEMENT FILTER

    Institute of Scientific and Technical Information of China (English)

    2006-01-01

    Stopping the torrent of tobacco ads in China will take tringent legislation, experts say Advertisements promoting brand names such as Baisha, Hongta and Furongwang are a common sight in cities across China. Visible at bus stops, in railway stations, on top of buildings and at eye-level on apartment gates, to residents these cigarette companies are household names, though often the ads don't even mention cigarettes or smoking.

  5. Advertising in the Schools. ERIC Digest.

    Science.gov (United States)

    Aidman, Amy

    This digest reviews the recent history of advertising to children, spotlights controversial marketing efforts, and examines the nature of commercial messages directed toward children in public schools. Because of the increase in children's spending power in recent decades, advertisers have closely targeted children as consumers. Advertising…

  6. Citizen Preparedness Campaign: Information Campaigns Increasing Citizen Preparedness to Support Creating a `Culture of Preparedness’

    Science.gov (United States)

    2007-03-01

    objectives, and other aspects. For instance, in 1989, the MADD campaign targeted teenagers and youths trying to reduce underage drinking. In 1996...Partners for this portion of the campaign include NPR; country, rock, rap , alternative and Spanish stations; other talk radio shows; Ad Council...advertisements, play music , show a short film called First Look about what is going on in Hollywood and finally show commercials prior to the feature

  7. TAXATION OF SOCIAL MEDIA ADVERTISEMENTS

    Directory of Open Access Journals (Sweden)

    F. Rifat ORTAÇ

    2016-01-01

    Full Text Available Today, the use of Internet and in particular social media as advertising tools brings the question of how the advertisement in social media should be taxed. This is not only seen as a problem in our country, but in the international platform as well. In the first part of the study, the definition of social media is given; in the second part, Social Media Brand Communities and Fun Pages are discussed; in the third part, a comparison of Social Media Con- tents and Public Goods, Global Public Goods and Club Goods is made; in the fourth part that Conclusion and Suggestions how social media is taxed is discussed.

  8. Modeling Newspaper Advertising

    Science.gov (United States)

    Harper, Joseph; And Others

    1978-01-01

    Presents a mathematical model for simulating a newspaper financial system. Includes the effects of advertising and circulation for predicting advertising linage as a function of population, income, and advertising rate. (RL)

  9. Social Responsibility in Advertising: A Marketing Communications Student Perspective

    Science.gov (United States)

    Kendrick, Alice; Fullerton, Jami A.; Kim, Yeo Jung

    2013-01-01

    Although advertising has played a key role in bringing corporate social responsibility (CSR) to the public agenda on behalf of agency clients, little effort has been made to define what social responsibility means in advertising. A national survey of 1,045 advertising and marketing communications students from 176 colleges and universities were…

  10. 36 CFR 223.81 - Shorter advertising periods in emergencies.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 2 2010-07-01 2010-07-01 false Shorter advertising periods... OF AGRICULTURE SALE AND DISPOSAL OF NATIONAL FOREST SYSTEM TIMBER Timber Sale Contracts Advertisement and Bids § 223.81 Shorter advertising periods in emergencies. In emergency situations where...

  11. 41 CFR 60-20.2 - Recruitment and advertisement.

    Science.gov (United States)

    2010-07-01

    ... advertisement. 60-20.2 Section 60-20.2 Public Contracts and Property Management Other Provisions Relating to... OF LABOR 20-SEX DISCRIMINATION GUIDELINES § 60-20.2 Recruitment and advertisement. (a) Employers... occupation qualification. (b) Advertisement in newspapers and other media for employment must not express...

  12. 36 CFR 223.228 - Contents of advertisement.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 2 2010-07-01 2010-07-01 false Contents of advertisement... SALE AND DISPOSAL OF NATIONAL FOREST SYSTEM TIMBER Special Forest Products Advertisement and Bids § 223.228 Contents of advertisement. The Forest Service shall include the following information in...

  13. 36 CFR 223.80 - When advertisement is required.

    Science.gov (United States)

    2010-07-01

    ... 36 Parks, Forests, and Public Property 2 2010-07-01 2010-07-01 false When advertisement is... AGRICULTURE SALE AND DISPOSAL OF NATIONAL FOREST SYSTEM TIMBER Timber Sale Contracts Advertisement and Bids § 223.80 When advertisement is required. Except as otherwise provided in this part each sale in...

  14. 43 CFR 29.8 - Notification and advertisement.

    Science.gov (United States)

    2010-10-01

    ... 43 Public Lands: Interior 1 2010-10-01 2010-10-01 false Notification and advertisement. 29.8... LIABILITY FUND § 29.8 Notification and advertisement. (a) As soon as the person in charge of a vessel has... advertisement no later than 45 days from the date the Fund receives notice of the incident and shall...

  15. Social Responsibility in Advertising: A Marketing Communications Student Perspective

    Science.gov (United States)

    Kendrick, Alice; Fullerton, Jami A.; Kim, Yeo Jung

    2013-01-01

    Although advertising has played a key role in bringing corporate social responsibility (CSR) to the public agenda on behalf of agency clients, little effort has been made to define what social responsibility means in advertising. A national survey of 1,045 advertising and marketing communications students from 176 colleges and universities were…

  16. Comparative Advertising in the Czech Republic: An Empirical Study

    Directory of Open Access Journals (Sweden)

    Petr Kral

    2016-12-01

    Full Text Available Comparative advertising had been traditionally banned in most EU countries and was allowed by the European law just relatively recently. That is why in the EU this form of advertising is relatively new, as opposed to the situation in the US, where comparative advertising has been widely used and well accepted by consumers for decades. The literature has been silent on the topic of the effectiveness of comparative advertising in the Czech Republic, as well as in other Central and Eastern European countries. The goal of this paper is to investigate the effectiveness of comparative advertising campaigns in the Czech Republic. Using an online survey with 160 Czech respondents, we found that the attitude towards comparative advertising is rather positive in the Czech Republic. We also identified that the gender of the recipient influences the general perception of comparative advertising. On the other hand, the age of the recipient does not seem to be a moderator of the attitude towards comparative advertising, in general. The results also do not signal any impact of the gender and the age of the recipient on the change of the perception of any of the brands involved in the campaign. Managerial implications target mainly marketing and advertising managers responsible for Central European markets.

  17. Construção da imagem institucional do Poder Judiciário - uma análise baseada nas campanhas publicitárias do Conselho Nacional de Justiça Institutional image building for the Judiciary Power - an analysis based on the advertising campaigns of the National Council of Justice

    Directory of Open Access Journals (Sweden)

    João Felipe Rammelt Sauerbronn

    2012-12-01

    includes advertising campaigns, launched from 2008 by CNJ, in order to promote a new way how the Judiciary interacts with society. This paper aims to present how CNJ uses advertising pieces to build the Judiciary institutional image before the citizens. For this, the official advertising pieces launched by CNJ were analyzed having as a basis the advertising discourse analysis method proposed by Pinto (2002, who suggests an interpretive approach, grounded on the analysis of three functions of the advertising discourse: showing; interaction; and seduction. By analyzing the advertising pieces, it was possible to offer an interpretation of the proposal of institutional image construction concerned. The use of two advertising discourses supporting the Judiciary image construction by CNJ becomes apparent: the operational discourse, which mainly refers to the promotion of jurisdictional proceeding methods to increase the speed of the Judiciary; and the social discourse, which attributes to the Judiciary a key role in the discussion of controversial themes, such as punishment to violence against women, the application of alternative sentencing, and the ressocialization of former prisoners, something which clearly shows the new Judiciary attitude.

  18. [Tobacco advertising and printed mass media in Spain: a fatal attraction].

    Science.gov (United States)

    Montes, Julio; Alvarez, María L

    2006-01-01

    Tobacco advertising is a powerful factor in encouraging smoking initiation. We analyzed tobacco advertising in written mass media in Spain between 2002 and 2005. We performed an annual cross-sectional study of advertisements in the 41 most widely disseminated written mass media (nearly 10 million readers). In the period studied, 37% of the media included tobacco advertising (an average of 4.35 million readers). Only 4% of the media included anti-drug campaigns (an average of 0.27 million readers). Tobacco advertising increased from 2.0 to 4.7% (overall) and from 4.3 to 8.0% (in media allowing tobacco advertising). Four out of every 10 readers and one out of eight Spaniards aged 15 years or older were exposed to tobacco advertising. Fifty-six percent of advertisements included young people. Tobacco advertising remains prominent in written mass media in Spain and was mainly directed at young people.

  19. Campaigning for change.

    Science.gov (United States)

    Hirschhorn, Larry

    2002-07-01

    Most organizations must change if they're to stay alive. Change is tough to accomplish, but it's not impossible and can be systematized. The author, who has been involved in change initiatives at scores of companies, believes that the success of such programs has more to do with execution than with conceptualization. The successful change programs he observed had one thing in common: They employed three distinct but linked campaigns--political, marketing, and military. The author cites examples from such companies as Hewlett-Packard, Bristol-Myers Squibb, and Saturn to illustrate how effective such campaigns can be. A political campaign creates a coalition strong enough to support and guide the initiative. Sometimes, coalitions arise from changes to a company's formal structure. But they may come out of the informal structure, or they could stem from a temporary counterstructure. A marketing campaign must go beyond simply publicizing the initiative's benefits. It focuses on listening to ideas that bubble up from the field as well as on working with lead customers to design the initiative. A clearly articulated theme for the transformation program must also be developed. A military campaign deploys executives' scarce resources of attention and time. Successful executives secure their supply lines by, for instance, piggybacking onto initiatives that have already captured people's interests or already exist as bootleg projects. These managers also set up pilot projects that turn into beachheads because the projects expose them to the difficult dynamics they will ultimately face. Successful executives launch all three campaigns simultaneously. The three always feed on one another, and if any one campaign is not properly implemented, the change initiative is bound to fail.

  20. The Effect of Media on Charitable Giving and Volunteering: Evidence from the "Give Five" Campaign

    Science.gov (United States)

    Yoruk, Baris K.

    2012-01-01

    Fundraising campaigns advertised via mass media are common. To what extent such campaigns affect charitable behavior is mostly unknown, however. Using giving and volunteering surveys conducted biennially from 1988 to 1996, I investigate the effect of a national fundraising campaign, "Give Five," on charitable giving and volunteering patterns. The…

  1. Organizational Campaigning

    DEFF Research Database (Denmark)

    Hertel, Frederik

    2015-01-01

    approach will in be named: organizational campaigning and means (e.g. Kotter, 2012, p. 9 and Clegg, Kornberger & Pitsis, 2009) that the manager takes control with communication and communication cannels in order to ensure successful organizational changes. Since the changes were not succeeding the approach...

  2. Advertising cultures

    DEFF Research Database (Denmark)

    Malefyt, Timothy de Waal; Moeran, Brian

    The growth, success and secrets of advertizing are legendary. Advertizing agencies ceaselessly churn out evermore sophisticated campaigns that, when successful, manage to capture the every essence of consumer desire. The secrets of advertizing are perhaps best understood by turning to the relatio...

  3. The Volume Of TV Advertisements During The ACA's First Enrollment Period Was Associated With Increased Insurance Coverage.

    Science.gov (United States)

    Karaca-Mandic, Pinar; Wilcock, Andrew; Baum, Laura; Barry, Colleen L; Fowler, Erika Franklin; Niederdeppe, Jeff; Gollust, Sarah E

    2017-04-01

    The launch of the Affordable Care Act was accompanied by major insurance information campaigns by government, nonprofit, political, news media, and private-sector organizations, but it is not clear to what extent these efforts were associated with insurance gains. Using county-level data from the Census Bureau's American Community Survey and broadcast television airings data from the Wesleyan Media Project, we examined the relationship between insurance advertisements and county-level health insurance changes between 2013 and 2014, adjusting for other media and county- and state-level characteristics. We found that counties exposed to higher volumes of local insurance advertisements during the first open enrollment period experienced larger reductions in their uninsurance rates than other counties. State-sponsored advertisements had the strongest relationship with declines in uninsurance, and this relationship was driven by increases in Medicaid enrollment. These results support the importance of strategic investment in advertising to increase uptake of health insurance but suggest that not all types of advertisements will have the same effect on the public.

  4. Theoretical models in the development of advertising for food products

    DEFF Research Database (Denmark)

    Bech-Larsen, Tino; Stacey, Julia

    2005-01-01

    Many advertising people believe that theoretical models hamper creativity and efficiency in the development of advertising messages. This need not be the case, if the theoretical models are sufficiently flexible and intelligible. On the contrary, a workable model that describes how...... the advertisement influences the target may serve as creative inspiration and as a common frame of reference for those involved in the development of advertisements. The means-end-chain model says that an advertisement is effective by connecting the product's attributes (means) and the target's personal values...... (ends). MAPP's experience with the model indicates that it is both flexible and intuitively accessible to practicians. In order to study this MAPP and the Danish Fruit Growers' Association asked an advertising agency to produce two campaign proposals with the purpose of getting young people to eat more...

  5. Abortion Rights: Anatomy of a Negative Campaign.

    Science.gov (United States)

    Olasky, Marvin N.

    1987-01-01

    Analyzes a highly successful negative public relations campaign carried on by major pro-choice organizations from October 1985 through March 1987. Explores the effectiveness of this campaign (much of it carried on in the media), and questions the ethics of such a campaign. (NKA)

  6. The potential of shame as a message appeal in antismoking television advertisements.

    Science.gov (United States)

    Amonini, Claudia; Pettigrew, Simone; Clayforth, Cassandra

    2015-09-01

    As smoking is increasingly de-normalised, different messages may become more appropriate for use in tobacco control advertisements to reflect the changing social environment. To date, more commonly used messages have included fear appeals relating to physical health and guilt appeals focusing on the effects of smoking on loved ones. This study investigated the relative effectiveness of varying advertising appeals to promote smoking cessation. The study was conducted in Australia, where only 12% of the population smokes and legislation restricts smoking in many public places. The aim was to provide insight into ways to motivate the small segment of existing smokers to consider quitting. Across a qualitative phase and an ad testing phase, shame was found to be highly salient to current smokers and those who had quit recently. On the basis of these results, a television advertisement featuring a shame appeal was developed and broadcast. The ad featured various scenarios of individuals hiding their smoking from others. The campaign was evaluated using the measures of awareness, believability, perceived relevance and smoking behaviours. The shame appeal television advertisement was found to resonate with smokers and encourage quitting/reducing behaviours. Around 4 in 5 (78%) smokers surveyed recalled seeing the ad, almost all of whom could nominate at least one correct take-out message (94%). Around three-quarters (72%) found the ad to be personally relevant and half (53%) reported that they had successfully quit, attempted to quit or cut down the number of cigarettes they smoked since the start of the campaign. The use of shame appeals may be an effective method of motivating smokers to quit in an environment where they are members of a small minority and supportive legislation exists to discourage smoking in public places. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions.

  7. Questioning the Value of Realism: Young Adults' Processing of Messages in Alcohol-Related Public Service Announcements and Advertising.

    Science.gov (United States)

    Andsager, Julie L.; Austin, Erica Weintraub; Pinkleton, Bruce E.

    2001-01-01

    Finds that: (1) perceived realism and themes that students could identify with are important factors in increasing the salience and persuasiveness of alcohol-related public service announcements (PSAs) among undergraduate students; (2) realistic but logic-based PSAs were not as effective as unrealistic but enjoyable ads; and (3) low production…

  8. You Did What? Using the AIDS/Condoms Advertising Controversy in the Classroom.

    Science.gov (United States)

    Wallace-Whitaker, Virginia

    Convinced that students in a college advertising class could profit from a discussion about AIDS and condom advertising and hoping to design a related creative problem that would incorporate effective advertising principles, an instructor planned a class project that revolved around public service advertising and the AIDS issue. The students…

  9. Legal features of the drug advertising.

    Science.gov (United States)

    Pashkov, Vitalii M; Olefir, Andrii A; Bytyak, Oleksiy Y

    In the article discribed current trends of advertising in the pharmaceutical market and foreign experience of legal regulation of these relations. As for the advertising of medicines identified it's symptoms, types, basic rules and prohibitions. Modern pharmaceutical companies can not successfully carry out economic activities without advertising. Besides we can mention some fundamental changes in society (information overload, universal access to internet, social media, freedom of movement of goods, labor and finance), also self-medication becomes more popular. At the same time, the number of deaths after improper and uncontrolled use of drugs ranks fifth in the world among the causes of death. Investigate current trends of advertising on the pharmaceutical market, find advertising signs, basic restrictions and prohibitions on advertising of medicines, as well as foreign experience of legal regulation of these relations. Despite the fact that pharmaceutical advertising were studied by such scholars as M. Abraham, L. Bradley, C. Dunn, J. Donoh'yu, D. Castro, M. Lipski, K. Taylor and others, number of issues related features of drug advertising, remained without proper theoretical studies. Based on the analysis can come to the conclusion that advertising of medicinal products are the subject of special attention from the state. Drugs, unlike other products, are a group of specialized consumer products. Risks increase when patients under the influence of «aggressive» advertising resort to self-medication. If a complete ban on advertising of medicines is inappropriate, you should set stricter requirements for the content of advertising and product placement rules. That is, in the national legislation to implement regulatory requirements of Directive 2001/83 / EC. Legal regulation of drug advertising can be improved by such legal means: - should provide for a mechanism of public control over the observance of ethical standards in the advertising of medicinal products

  10. School food environment: Quality and advertisement frequency of child-oriented packaged products within walking distance of public schools

    OpenAIRE

    Benjamin Missbach; Caterina Pachschwöll; Daniel Kuchling; Jürgen König

    2017-01-01

    Food marketing for children is a major concern for public health nutrition and many schools make efforts to increase healthy eating. Food environments surrounding schools in urban areas may undermine these efforts for healthy nutrition within school programs. Our study aim is to describe the nutrition environment within walking distance of schools in terms of food quality and food marketing and to explore the degree to which elements of the nutrition environment varies by proximity to schools...

  11. Diabetes self-risk assessment questionnaires coupled with a multimedia health promotion campaign are cheap and effective tools to increase public awareness of diabetes in a large Chinese population.

    Science.gov (United States)

    Zhang, Y L; Gao, W G; Pang, Z C; Sun, J P; Wang, S J; Ning, F; Song, X; Kapur, A; Qiao, Q

    2012-11-01

    To evaluate costs and effectiveness of implementing a diabetes self-risk assessment (Diabetes Risk Score) questionnaire coupled with a multimedia health promotion campaign on changes in diabetes awareness in a large diabetes prevention programme. Between 2007 and 2010, a multimedia health promotion campaign was conducted targeting the 1.94 million population of Qingdao, China, using newspapers, radio programmes, distribution of free booklets and Diabetes Risk Score flyers. Diabetes awareness questionnaires filled out by people first interviewed in 2006 (survey A), before the initiation of the campaign, were compared with those first interviewed between 2007 and 2010 during the campaign period (survey B). The rates of diabetes awareness in both surveys were studied amongst adults aged 35-74 years without a prior history of diabetes, but with a Diabetes Risk Score of ≥ 14. In survey B, 85, 82 and 76% of the urban participants correctly recognized obesity, family history of diabetes and physical inactivity, respectively, as important risk factors for diabetes; while the awareness rates were 43, 46 and 25%, respectively, in survey A (P Risk Score flyer, €31.3 on the education booklet, €7.7 on the newspaper campaign and €37.5 on radio programmes. The combination of a Diabetes Risk Score questionnaire with a multimedia health promotion campaign is a cheap and effective health promotion tool to raise public awareness of diabetes. © 2012 The Authors. Diabetic Medicine © 2012 Diabetes UK.

  12. Skybeams and 'light art' defined as 'advertising' for planning purposes

    Science.gov (United States)

    Morgan-Taylor, M.

    2008-02-01

    Skybeams and light projections have been a long standing problem, not just because of possible light pollution, ecological and public safety issues, but also because there was confusion as to when planning permission was required. Under some circumstances a light beam could be used for 28 days without needing permission, whilst other users such as circuses would always need planning permission. The celebrated Guildford case saw a skybeam classified as an advert, and so needing planning permission (after lobbying by the Campaign for Dark Skies with local support), but this was not binding on later cases. So there was a lack of firm national guidance, or a court judgment clarifying the issue. However, the situation is now much clearer due to the new Town and Country Planning (Control of Advertisements) (England) Regulations 2007.

  13. Children and Advertising: A Bibliography.

    Science.gov (United States)

    Council of Better Business Bureaus, Inc., New York, NY. Clearinghouse for Research on Children's Advertising.

    More than 600 entries are contained in this annotated bibliography of materials concerning the effects of television advertising on children. Entries are alphabetized by author and are divided into the following categories: special interest articles; general interest articles; books and pamphlets; government publications; transcripts of oral…

  14. Advertising and Invasion of Privacy.

    Science.gov (United States)

    Rohrer, Daniel Morgan

    The right of privacy as it relates to advertising and the use of a person's name or likeness is discussed in this paper. After an introduction that traces some of the history of invasion of privacy in court decisions, the paper examines cases involving issues such as public figures and newsworthy items, right of privacy waived, right of privacy…

  15. Source Reduction Behavior as an Independent Measurement of the Impact of a Public Health Education Campaign in an Integrated Vector Management Program for the Asian Tiger Mosquito

    Directory of Open Access Journals (Sweden)

    Daniel Strickman

    2011-05-01

    Full Text Available The goal of this study was to evaluate the effectiveness of a public health educational campaign to reduce backyard mosquito-larval habitats. Three communities each, within two New Jersey counties, were randomly selected to receive: (1 both education and mosquito control, (2 education only, and (3 no education or mosquito control. Four separate educational events included a 5-day elementary school curriculum in the spring, and three door to door distributions of educational brochures. Before and after each educational event, the numbers of mosquito-larval container habitats were counted in 50 randomly selected homes per study area. Container surveys allowed us to measure source reduction behavior. Although we saw reductions in container habitats in sites receiving education, they were not significantly different from the control. Our results suggest that traditional passive means of public education, which were often considered the gold standard for mosquito control programs, are not sufficient to motivate residents to reduce backyard mosquito-larval habitats.

  16. Children's Advertising Guidelines.

    Science.gov (United States)

    Council of Better Business Bureaus, Inc., New York, NY.

    These guidelines have been developed for the use of advertisers and advertising agencies and for the self-regulatory mechanism which these groups have established, the National Advertising Division, to help ensure that advertising directed to children is truthful, accurate, and fair to children's perceptions. Preliminary sections set forth basic…

  17. Pun in Beverage Advertisements

    Institute of Scientific and Technical Information of China (English)

    Technology Sichuan

    2015-01-01

    Accompanied with the widespread commerce,the advertisement translation unavoidably will be a hot spot again. This paper will discuss usage and translation of pun in the advertisement translation.It will explain the definition of advertisement as well as pun and then give examples about the usage of pun in advertisement.

  18. Pun in Beverage Advertisements

    Institute of Scientific and Technical Information of China (English)

    Meng; Yan

    2015-01-01

    Accompanied with the widespread commerce,the advertisement translation unavoidably will be a hot spot again.This paper will discuss usage and translation of pun in the advertisement translation.It will explain the definition of advertisement as well as pun and then give examples about the usage of pun in advertisement.

  19. How effective is advertising in duopoly markets?

    Science.gov (United States)

    Sznajd-Weron, K.; Weron, R.

    2003-06-01

    A simple Ising spin model which can describe the mechanism of advertising in a duopoly market is proposed. In contrast to other agent-based models, the influence does not flow inward from the surrounding neighbors to the center site, but spreads outward from the center to the neighbors. The model thus describes the spread of opinions among customers. It is shown via standard Monte Carlo simulations that very simple rules and inclusion of an external field-an advertising campaign-lead to phase transitions.

  20. ASK: The Advertising Survival Kit; A Guide to Advertising in High School Newspapers and Yearbooks.

    Science.gov (United States)

    Lain, Laurence B.

    The primary purpose of this booklet is to offer suggestions which will help alleviate some of the burdens involved in producing a school's publications, so that journalistic endeavors will not be damaged by economic difficulties. The first section discusses newspaper advertising and examines such topics as selling advertisements, sales approaches,…

  1. Using a mass media campaign to raise women's awareness of the link between alcohol and cancer: cross-sectional pre-intervention and post-intervention evaluation surveys.

    Science.gov (United States)

    Dixon, Helen G; Pratt, Iain S; Scully, Maree L; Miller, Jessica R; Patterson, Carla; Hood, Rebecca; Slevin, Terry J

    2015-03-11

    To evaluate the effectiveness of a population-based, statewide public health intervention designed to improve women's awareness and knowledge of the link between alcohol and cancer. Cross-sectional tracking surveys conducted pre-intervention and post-intervention (waves I and III of campaign). Western Australia. Cross-sectional samples of Western Australian women aged 25-54 years before the campaign (n=136) and immediately after wave I (n=206) and wave III (n=155) of the campaign. The 'Alcohol and Cancer' mass media campaign ran from May 2010 to May 2011 and consisted of three waves of paid television advertising with supporting print advertisements. Campaign awareness; knowledge of drinking guidelines and the link between alcohol and cancer; intentions towards drinking. Prompted recognition of the campaign increased from 67% following wave I to 81% following wave III (adjusted OR (adj OR)=2.31, 95% CI 1.33 to 4.00, p=0.003). Improvements in women's knowledge that drinking alcohol on a regular basis increases cancer risk were found following wave I (adj OR=2.60, 95% CI 1.57 to 4.30, pmedia campaign can reach the target audience and raise awareness of links between alcohol and cancer, and knowledge of drinking guidelines. However, a single campaign may be insufficient to measurably curb drinking behaviour in a culture where pro-alcohol social norms and product marketing are pervasive. Published by the BMJ Publishing Group Limited. For permission to use (where not already granted under a licence) please go to http://group.bmj.com/group/rights-licensing/permissions.

  2. Beyond Traditional Newspaper Advertisement: Leveraging Facebook-Targeted Advertisement to Recruit Long-Term Smokers for Research.

    Science.gov (United States)

    Carter-Harris, Lisa; Bartlett Ellis, Rebecca; Warrick, Adam; Rawl, Susan

    2016-06-15

    Smokers are a stigmatized population, but an important population to reach for the purpose of research. Therefore, innovative recruitment methods are needed that are both cost-effective and efficacious in recruiting this population. The aim of the present article was to evaluate the feasibility of Facebook-targeted advertisement to recruit long-term smokers eligible for lung cancer screening for a descriptive, cross-sectional survey. A social media recruitment campaign was launched using Facebook-targeted advertisement to target age and keywords related to tobacco smoking in the Facebook users profile, interests, and likes. A 3-day newspaper advertisement recruitment campaign was used as a comparison. The study that used both recruitment methods aimed to test the psychometric properties of 4 newly developed lung cancer screening health belief scales. Data were collected via cross-sectional survey methodology using an Web-based survey platform. The Facebook-targeted advertisements were viewed 56,621 times over an 18-day campaign in 2015 in the United States. The advertisement campaign yielded 1121 unique clicks to the Web-based survey platform at a cost of $1.51 per completed survey. Of those who clicked through to the study survey platform, 423 (37.7%) consented to participate; 92 (8.2%) dropped out during completion of the survey yielding a final study pool of 331 completed surveys. Recruitment by newspaper advertisement yielded a total of 30 participants in response to a 3-day advertisement campaign; recruitment efficacy resulted in 10 participants/day at $40.80 per completed survey. Participants represented current (n=182; 51%) and former smokers (n=178; 49%) with a mean age of 63.4 years (SD 6.0). Cost of the advertisement campaign was $500 total for the 18-day campaign. Recruitment by Facebook was more efficacious and cost-effective compared with newspaper advertisement. Facebook offers a new venue for recruitment into research studies that offer the potential

  3. Beyond Traditional Newspaper Advertisement: Leveraging Facebook-Targeted Advertisement to Recruit Long-Term Smokers for Research

    Science.gov (United States)

    Warrick, Adam

    2016-01-01

    Background Smokers are a stigmatized population, but an important population to reach for the purpose of research. Therefore, innovative recruitment methods are needed that are both cost-effective and efficacious in recruiting this population. Objective The aim of the present article was to evaluate the feasibility of Facebook-targeted advertisement to recruit long-term smokers eligible for lung cancer screening for a descriptive, cross-sectional survey. Methods A social media recruitment campaign was launched using Facebook-targeted advertisement to target age and keywords related to tobacco smoking in the Facebook users profile, interests, and likes. A 3-day newspaper advertisement recruitment campaign was used as a comparison. The study that used both recruitment methods aimed to test the psychometric properties of 4 newly developed lung cancer screening health belief scales. Data were collected via cross-sectional survey methodology using an Web-based survey platform. Results The Facebook-targeted advertisements were viewed 56,621 times over an 18-day campaign in 2015 in the United States. The advertisement campaign yielded 1121 unique clicks to the Web-based survey platform at a cost of $1.51 per completed survey. Of those who clicked through to the study survey platform, 423 (37.7%) consented to participate; 92 (8.2%) dropped out during completion of the survey yielding a final study pool of 331 completed surveys. Recruitment by newspaper advertisement yielded a total of 30 participants in response to a 3-day advertisement campaign; recruitment efficacy resulted in 10 participants/day at $40.80 per completed survey. Participants represented current (n=182; 51%) and former smokers (n=178; 49%) with a mean age of 63.4 years (SD 6.0). Cost of the advertisement campaign was $500 total for the 18-day campaign. Conclusions Recruitment by Facebook was more efficacious and cost-effective compared with newspaper advertisement. Facebook offers a new venue for

  4. Iced blonde, hot blonde: a study of imagetic representations of women in the beers advertising campaigns Loira gelada, loira gostosa: um estudo de representações imagéticas femininas em peças publicitárias de cerveja

    Directory of Open Access Journals (Sweden)

    Fabio Barbosa Dias

    2012-05-01

    Full Text Available Brazilian advertising, since their records are further away, uses the female image to reach different audiences and purposes. In some market segments, such as beers, this event repeats itself in a more stubborn, which ends up generating what can be called a visual cliche. This work studies the representations of women in beer commercials for print media using, among other tools, the three axes of meaning production posed by Harry Pross, seeking to realize its discursive power. Besides Pross, the analysis also rely on the theory of authors such as Luciano Guimarães and Norval Baitello Junior. To serve as a research tool for these axes were used towards the production of advertising campaigns for various brands of beer, conveyed in the first decade of the 2000s.A publicidade brasileira, desde seus registros mais longínquos, usa a imagem feminina para atingir diferentes públicos e propósitos. Em alguns segmentos de mercado, como o das cervejas, esse fato se repete de maneira mais contumaz, o que acaba gerando o que pode ser chamado de clichê visual. Este trabalho estuda as representações femininas nas propagandas de cerveja para a mídia impressa utilizando, entre outras ferramentas, os três eixos de produção de sentidos colocados por Harry Pross, buscando perceber seu poder discursivo. Além de Pross, as análises se apoiam também na teoria de autores como Luciano Guimarães e Norval Baitello Júnior. Para servir de instrumento de pesquisa para estes eixos de produção de sentido foram utilizadas campanhas publicitárias de diversas marcas de cerveja, veiculadas na primeira década dos anos 2000.

  5. New computer security campaign

    CERN Multimedia

    Alizée Dauvergne

    2010-01-01

    A new campaign is taking shape to promote computer security. The slogan “SEC_RITY is not complete without U!” reminds users of the importance of their contribution. The campaign kicks off on 10 June with a public awareness day in the Council Chamber.   The new campaign, organised by CERN’s computer security team, will focus on prevention and involving the user. “This is an education and awareness-raising campaign for all users at CERN,” explains Stefan Lueders, in charge of computer security. “Every day, we register thousands of computer attacks against CERN: there are attempts to tamper with web pages, hack into user accounts, take over servers, and much more. A successful attack could mean confidential user information being divulged, services being interrupted or data being lost. It could even affect operations at CERN. Another factor is the damage that a successful attack could inflict on the Organization’s reputation. &...

  6. Pharmaceutical advertising and Medicare Part D.

    Science.gov (United States)

    Lakdawalla, Darius; Sood, Neeraj; Gu, Qian

    2013-12-01

    We explore how and to what extent prescription drug insurance expansions affect incentives for pharmaceutical advertising. When insurance expansions make markets more profitable, firms respond by boosting advertising. Theory suggests this effect will be magnified in the least competitive drug classes, where firms internalize a larger share of the benefits from advertising. Empirically, we find that the implementation of Part D coincides with a 14-19% increase in total advertising expenditures. This effect is indeed concentrated in the least competitive drug classes. The additional advertising raised utilization among non-elderly patients outside the Part D program by about 3.6%. This is roughly half of the direct utilization effect of Part D on elderly beneficiaries. The results suggest the presence of considerable spillover effects from publicly subsidized prescription drug insurance on the utilization and welfare of consumers outside the program.

  7. The U.S. National Tips From Former Smokers Antismoking Campaign: Promoting Awareness of Smoking-Related Risks, Cessation Resources, and Cessation Behaviors.

    Science.gov (United States)

    Huang, Li-Ling; Thrasher, James F; Abad, Erika Nayeli; Cummings, K Michael; Bansal-Travers, Maansi; Brown, Abraham; Nagelhout, Gera E

    2015-08-01

    Evaluate the second flight of the U.S. Tips From Former Smokers (Tips) campaign. Data were analyzed from an online consumer panel of U.S. adult smokers before (n = 1,404) and after (n = 1,401) the 2013 Tips campaign launch. Generalized estimating equation models assessed whether the Tips advertisement recall was associated with knowledge about smoking-related risks in the Tips advertisements, awareness and use of a toll-free quitline and cessation websites, and quit attempts. Seventy-one percent of participants at Wave 2 reported that they recalled seeing at least one Tips advertisement. Smokers who recalled seeing a Tips advertisement were more likely to (a) show increases over baseline in knowledge of health risks such as amputation: 65% versus 34%, p < .001; blindness: 27% versus 12%, p < .001; and (b) to be aware of a quitline (41% vs. 30%, p < .001) and cessation website (28% vs. 20%, p < .001). Recall of Tips advertisements was also associated with greater likelihood of reporting having visited cessation websites (odds ratio [OR] = 1.62, 95% confidence interval [CI] = 1.27-2.06), having called a quitline (OR = 2.28, 95% CI = 1.61-3.24), and having made a quit attempt (OR = 1.18, 95% CI = 1.00-1.39), although these results were only statistically significant in the unadjusted models. The 2013 Tips campaign was successful in increasing knowledge of health risks and awareness of tobacco cessation resources. © 2015 Society for Public Health Education.

  8. [Cigarette and alcohol advertising in the Swiss free press].

    Science.gov (United States)

    Olivier, Jacques

    2014-11-26

    Tobacco and alcohol are ordinary consumer goods that are still two overriding preventable causes of death in Switzerland. Massive advertising supports their selling and contributes to maintain a major public health problem up to date. The widely read free press represents an interesting advertising mean. The study of tobacco and alcohol advertisements published in the free newspaper 20 minutes through the year 2012 gives us a good idea of these products' advertising strategies. Compared to those for alcohol, the cigarette advertisements are more numerous, more suggestive and dealing with emotions. The themes proposed respond to young people's expectations in order to incline them to smoke, whereas positive images encourage to keep on smoking.

  9. Twitter Campaigns Around the Fifth IPCC Report: Campaign Spreading, Shared Hashtags, and Separate Communities

    NARCIS (Netherlands)

    Holmberg, K.; Hellsten, I.

    2016-01-01

    In this article, we analyzed campaigning on Twitter around the publication of the fifth Intergovernmental Panel for Climate Change (IPCC) Working Group 1 report in September, 2013. In particular, we analyzed how participation in a specific campaign and use of hashtags connected to the campaign devel

  10. Twitter Campaigns Around the Fifth IPCC Report: Campaign Spreading, Shared Hashtags, and Separate Communities

    NARCIS (Netherlands)

    Holmberg, K.; Hellsten, I.

    2016-01-01

    In this article, we analyzed campaigning on Twitter around the publication of the fifth Intergovernmental Panel for Climate Change (IPCC) Working Group 1 report in September, 2013. In particular, we analyzed how participation in a specific campaign and use of hashtags connected to the campaign devel

  11. Community stakeholder responses to advocacy advertising

    Energy Technology Data Exchange (ETDEWEB)

    Miller, B.; Sinclair, J. [Elon University, Elon, NC (United States). School Community

    2009-07-01

    Focus group research was used to examine how community stakeholders, a group with local industry experience, responded to coal industry advocacy messages. The stakeholders expressed beliefs about both the advertiser and the coal industry, and while their knowledge led to critical consideration of the industry campaign, they also expressed a desire to identify with positive messages about their community. Applying a postpositivist research perspective, a new model is introduced to integrate these beliefs in terms of advertiser trust and industry accountability under the existing theoretical framework of persuasion knowledge. Agent and topic knowledge are combined in this model based on responses to the industry advocacy campaign. In doing so, this study integrates a priori theory within a new context, extending the current theoretical framework to include an understanding of how community stakeholders - a common target for marketplace advocacy - interpret industry messages.

  12. Metrics, Media and Advertisers: Discussing Relationship

    Directory of Open Access Journals (Sweden)

    Marco Aurelio de Souza Rodrigues

    2014-11-01

    Full Text Available This study investigates how Brazilian advertisers are adapting to new media and its attention metrics. In-depth interviews were conducted with advertisers in 2009 and 2011. In 2009, new media and its metrics were celebrated as innovations that would increase advertising campaigns overall efficiency. In 2011, this perception has changed: New media’s profusion of metrics, once seen as an advantage, started to compromise its ease of use and adoption. Among its findings, this study argues that there is an opportunity for media groups willing to shift from a product-focused strategy towards a customer-centric one, through the creation of new, simple and integrative metrics. 

  13. The advertising strategies

    Institute of Scientific and Technical Information of China (English)

    YAKOUBI Mohamed Lamine

    2013-01-01

    We will try to demonstrate, through the display of the various advertising creation strategies and their evolution, how the advertising communication passed from of a vision or a strategy focused on the product, to a vision focused on the brand. The first advertising strategy that was applied by advertising agencies is the"Unique Selling Proposition";it focused only on the product advantages and its philosophy dominated the advertising world, throughout its various evolutions, till the nineties but this is without counting the introduction of the new advertising strategies that brought a more brand oriented philosophy to the ground.

  14. Using Digital Media Advertising in Early Psychosis Intervention.

    Science.gov (United States)

    Birnbaum, Michael L; Garrett, Chantel; Baumel, Amit; Scovel, Maria; Rizvi, Asra F; Muscat, Whitney; Kane, John M

    2017-07-17

    Identifying and engaging youth with early-stage psychotic disorders in order to facilitate timely treatment initiation remains a major public health challenge. Although advertisers routinely use the Internet to directly target consumers, limited efforts have focused on applying available technology to proactively encourage help-seeking in the mental health community. This study explores how one might take advantage of Google AdWords in order to reach prospective patients with early psychosis. A landing page was developed with the primary goal of encouraging help-seeking individuals in New York City to contact their local early psychosis intervention clinic. In order to provide the best opportunity to reach the intended audience, Google AdWords was utilized to link more than 2,000 selected search terms to strategically placed landing page advertisements. The campaign ran for 14 weeks between April 11 and July 18, 2016 and had a total budget of $1,427. The ads appeared 191,313 times and were clicked on 4,350 times, at a per-click cost of $.33. Many users took additional help-seeking steps, including obtaining psychosis-specific information/education (44%), completing a psychosis self-screener (15%), and contacting the local early treatment program (1%). Digital ads appear to be a reasonable and cost-effective method to reach individuals who are searching for behavioral health information online. More research is needed to better understand the many complex steps between online search inquiries and making first clinical contact.

  15. Broadcast Condom Advertising: A Case Study.

    Science.gov (United States)

    Kaplan, Herb; Houlberg, Rick

    1990-01-01

    Examines a San Francisco television station's decision to accept paid condom advertising. Notes that station leaders debated questions of public interest and public tastes in a city hard hit by AIDS. Finds that the station devised careful guidelines and began broadcasting the commercials on a trial basis. Notes that nearly all public and media…

  16. Drivers Recall and Attitudes Towards Road Safety Advertising

    Directory of Open Access Journals (Sweden)

    Manuel José Fonseca

    2010-10-01

    Full Text Available This study aims to analyse Portuguese drivers recall and attitudes towards road safety advertising campaigns. Through a quantitative method the authors used a sample of Portuguese drivers. More than a half of the subjects didn’t recall any road safety advertising campaign. The appeals that most influenced driving behaviour were moderate speed and use of seatbelt. The dramatic approach was the one that had most impact, and the death of familiars of the driver the consequence that most influenced drivers. DOI: 10.5585/remark.v9i2.2112

  17. Public knowledge about AIDS increasing.

    Science.gov (United States)

    Campbell, M J; Waters, W E

    1987-04-04

    In response to concern over the perceived limited effectiveness of Department of Health and Social Security (UK) advertising campaigns to inform the public of the basic facts of Acquired Immunodeficiency Syndrome (AIDS), a prospective questionnaire study was undertaken in Southampton, England to test the effectiveness of government education prior to a January, 1987 government television/leaflet advertising campaign. 300 questionnaires about AIDS were mailed in December of 1986 to a sample drawn from electoral rolls. The response rate was 61%. Most of the questions were drawn from material covered in the campaign. The results seemed to indicate a small overall increase in knowledge about AIDS. Some changes from a June survey were noted, e.g.: more people were aware that AIDS is a virus for which there is no cure and that it is not readily transmitted by sharing washing, eating or drinking utensils; more people believed that the statement that women are at greater risk for catching AIDS is false. Respondents were generally favorable to the government's continued use of television, even with explicit language, and to its use of the schools, for AIDS education. Many were not aware of the dangers to intravenous drug users or of the symptoms of AIDS. Other surveys have shown an increasing knowledge of AIDS dangers. It is possible that television coverage of the problem will continue to be necessary, in order that less literate populations be reached. Further AIDS health education in general is needed.

  18. Model-based development and testing of advertising messages

    DEFF Research Database (Denmark)

    Bech-Larsen, Tino

    2000-01-01

    The implementation of valid and comprehensible guidelines for message development potentially enhances the effects of advertising messages and improves the possibility of measuring such effects. Moreover, such guidelines also have potential implications for the managerial communication processes...... (client-agency and intra-agency) involved in the development of advertising messages. The purpose of the study described in this paper is to compare the development and effects of two campaign proposals, with the common aim of increasing the consumption of apples among young Danes (18 to 35 years of age......-test with the target group (n=500), as well as interviews with the involved advertising agency and client2 staff....

  19. Model-based development and testing of advertising messages

    DEFF Research Database (Denmark)

    Bech-Larsen, Tino

    2000-01-01

    The implementation of valid and comprehensible guidelines for message development potentially enhances the effects of advertising messages and improves the possibility of measuring such effects. Moreover, such guidelines also have potential implications for the managerial communication processes...... (client-agency and intra-agency) involved in the development of advertising messages. The purpose of the study described in this paper is to compare the development and effects of two campaign proposals, with the common aim of increasing the consumption of apples among young Danes (18 to 35 years of age......-test with the target group (n=500), as well as interviews with the involved advertising agency and client2 staff....

  20. 公益广告设计专业教学与社会主义核心价值观教育的融合%The Integration of Public Service Advertising Design Teaching and Socialist Core Values

    Institute of Scientific and Technical Information of China (English)

    邓楚君

    2012-01-01

    公益广告设计是高职院校广告专业的重要教学内容之一;社会主义核心价值体系应该贯穿学校的课堂教学之中。本文探讨了高职院校广告专业教学中融入核心价值观的意义及现状,研究了融入教学过程中的方法,阐明了社会主义核心价值观建立的有效途径。%Public service advertising design is an important part of advertising teaching in higher vocational col- leges. Socialist core values system should go through classroom teaching. This paper analyzes the significance and current situation of core values integrated into advertising teaching, explores teaching methods and expounds effective way to develop socialist core values.